Virgin Media Again: a Few Thoughts on Copywriting

I was thinking about Virgin Media again this morning (yes, I’m obsessed!), having passed a few of their ads during my commute. As a copywriter, I’ve always liked the Virgin tone of voice, which is consistent in its clarity and humanity.

However, having fallen foul of some of the promises made in Virgin Media ads and misleading simplifications in their instruction booklets, I’ve come to the conclusion that rather than demonstrating true clarity, the tone of voice actually creates falsehoods through omission. This isn’t good copywriting. Good copywriting is communicating the true facts in a clear and succinct fashion. It's easy to make thing sound simple by missing the difficult bits out.

It’s a bit like being seduced by a good-looking (I can't deny the new brand looks and sounds good) but dishonest lover. They’ll promise you the stars in order to shag you, but then fuck off at 5 in the morning with your wallet.

Not a basis for a sustainable relationship…

Hahaha! I'm off to the bookies with your cash!

What Do You Call a Group of Copywriters?

I had an entertaining time last night at one of my favourite pubs, the Eagle in Farringdon, with a gaggle of assembled copywriters. There were about 10 of us at one point and, as usual, there was wordplay and cynicism a-plenty.

I did wonder what the collective noun for a group of copywriters would be (you know, as in a murder of crows, a pod of dolphins, an arsehole of account directors). I think a ‘grumble’ of copywriters seems appropriate as we’re a jaded bunch of moaning motherfuckers.

If anyone has any better suggestions, though, do leave a comment…