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Home / Focus / Long copy

This subsection of Ad Archive combines best commercials from all over the world according to certain themes, focusing on different creative methods and techniques, on best reels of directors, studios, agencies and brands. The section supplements the collection of prints “ Mysterious coincidences ”. However, in the TV-spots case we are talking about “focus” in particular, making an attempt to categorize creative methods and strategies.

Long copy

Papercut avantgarde film shop: Script

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Released:	August 2009
Avertiser:	Papercut avantgarde film shop
Brand name:	AUDIO AND VIDEO SHOP
Agency:	DDB STOCKHOLM
Country:	Sweden
Category:	Retail stores & rental companies
Tags:	Long copy
Advertising Agency: DDB Stockholm, Sweden Copywriter. Magnus Jakobsson Art Director: Fredrik Simonsson Media: File Magazine

Mercedes-Benz S-Class: 0,5 Seconds

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Released:	February 2009
Avertiser:	MERCEDES-BENZ
Brand name:	MERCEDES-BENZ S CLASS
Agency:	JUNG VON MATT
Country:	Germany
Category:	Cars
Tags:	Long copy
Advertiser: Daimler AG Agency: Jung von Matt/Alster, Hamburg Executive Creative Director: Deneke von Weltzien Creative Director: Christian Fritsche, Thim Wagner Art Director: Tilman Gossner Copywriter: Caroline Schubiger Country: Germany

Mitsubishi Motors: Screw

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Released:	December 2008
Avertiser:	MITSUBISHI
Brand name:	MITSUBISHI PAJERO
Agency:	Africa
Country:	Brazil
Category:	Cars
Tags:	SUV , Long copy
Agency: Africa (São Paulo, Brasil) Client: Mitsubishi Motors Creative Director: Nizan Guanaes, Sergio Gordilho, Humberto Fernandez and Flavio Waiteman Creation: Humberto Fernandez and Flavio Waiteman Photo: Raul Raichtaler

Mitsubishi Motors: Nut

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Released:	December 2008
Avertiser:	MITSUBISHI
Brand name:	MITSUBISHI PAJERO
Agency:	Africa
Country:	Brazil
Category:	Cars
Tags:	SUV , Long copy
Agency: Africa (São Paulo, Brasil) Client: Mitsubishi Motors Creative Director: Nizan Guanaes, Sergio Gordilho, Humberto Fernandez and Flavio Waiteman Creation: Humberto Fernandez and Flavio Waiteman Photo: Raul Raichtaler

Mitsubishi Motors: Coil

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Released:	December 2008
Avertiser:	MITSUBISHI
Brand name:	MITSUBISHI PAJERO
Agency:	Africa
Country:	Brazil
Category:	Cars
Tags:	SUV , Long copy
Agency: Africa (São Paulo, Brasil) Client: Mitsubishi Motors Creative Director: Nizan Guanaes, Sergio Gordilho, Humberto Fernandez and Flavio Waiteman Creation: Humberto Fernandez and Flavio Waiteman Photo: Raul Raichtaler

Mitsubishi Motors: Coil

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Released:	December 2008
Avertiser:	MITSUBISHI
Brand name:	MITSUBISHI PAJERO
Agency:	Africa
Country:	Brazil
Category:	Cars
Tags:	SUV , Long copy
Agency: Africa (São Paulo, Brasil) Client: Mitsubishi Motors Creative Director: Nizan Guanaes, Sergio Gordilho, Humberto Fernandez and Flavio Waiteman Creation: Humberto Fernandez and Flavio Waiteman Photo: Raul Raichtaler

Mitchell Eye Centre: Interrogation room

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Released:	October 2008
Brand name:	Mitchell Eye Centre
Agency:	Wax
Country:	Canada
Tags:	Long copy , Clinic
Mitchell Eye Centre Your eyes. Our focus. Advertising Agency: Wax partnership, Canada Creative Director: Joe Hospodarec Art Director: Joel Arbez Copywriter: Sebastien Wilcox Photographer: Rik kokotovich

Energizer: Hot bikini models

$Prints, Outdoor, Ads Energizer: Hot bikini models, ENERGIZER BATTERIES, TBWA\,$

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Released:	September 2008
Avertiser:	ENERGIZER
Brand name:	ENERGIZER BATTERIES
Agency:	TBWA\
Country:	USA
Category:	Home electronics & audio-visual
Tags:	Selected best batteries ads , Long copy , Prints
Tagline: If you hate Hot Bikini Models, don’t buy new Energizer Advanced Lithium. Advertising Agency: TBWA/Chiat/Day, Los Angeles, USA Creative Directors: Jerry Gentile, Robin Fitzgerald Art Director: Jera Mehrdad Copywriter: Marcin Markiewicz Illustrator: Martin Haake

Mitchell Eye Centre: Mall

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Released:	September 2008
Brand name:	Mitchell Eye Centre
Agency:	Wax
Country:	Canada
Tags:	Long copy , Clinic
Mitchell Eye Centre Your eyes. Our focus. Advertising Agency: Wax partnership, Canada Creative Director: Joe Hospodarec Art Director: Joel Arbez Copywriter: Sebastien Wilcox Photographer: Rik kokotovich

Mitchell Eye Centre: Hotel

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Released:	September 2008
Brand name:	Mitchell Eye Centre
Agency:	Wax
Country:	Canada
Tags:	Long copy , Clinic
Mitchell Eye Centre Your eyes. Our focus. Advertising Agency: Wax partnership, Canada Creative Director: Joe Hospodarec Art Director: Joel Arbez Copywriter: Sebastien Wilcox Photographer: Rik kokotovich

Avis: Asterisk

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Released:	September 2008
Avertiser:	AVIS
Brand name:	AVIS RENTAL CARS
Agency:	UNCLE GREY
Country:	Norway
Tags:	Long copy
Advertising Agency: Uncle Grey, Oslo, Norway Creative Director: Frank Nystuen Art Director: Anders Asheim Copywriter: Elling Aarflot

Avis: Come as you are

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Released:	September 2008
Avertiser:	AVIS
Brand name:	AVIS RENTAL CARS
Agency:	UNCLE GREY
Country:	Norway
Tags:	Long copy
Advertising Agency: Uncle Grey, Oslo, Norway Creative Director: Frank Nystuen Art Director: Anders Asheim Copywriter: Elling Aarflot

Avis: Rock

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Released:	September 2008
Avertiser:	AVIS
Brand name:	AVIS RENTAL CARS
Agency:	UNCLE GREY
Country:	Norway
Tags:	Long copy
Advertising Agency: Uncle Grey, Oslo, Norway Creative Director: Frank Nystuen Art Director: Anders Asheim Copywriter: Elling Aarflot

Coca-Cola BLAK: Dreams

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Released:	June 2008
Avertiser:	COCA-COLA
Brand name:	Coca-Cola Blak
Agency:	Marcel in Paris
Country:	France
Category:	Non-alcoholic drinks
Tags:	Long copy , Prints , Award show winner
Advertiser: Coca Cola Product: Coca-Cola Blak (coffee drink) Agency: Marcel Paris Creative Director: Anne de maupeou/Frederic Temin CD/Copywriter: Eric Jannon Art Director: Dimitri Guerassimov Country: France

Coca-Cola BLAK: In My Dream

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Released:	June 2008
Avertiser:	COCA-COLA
Brand name:	Coca-Cola Blak
Agency:	Marcel in Paris
Country:	France
Category:	Non-alcoholic drinks
Tags:	Long copy , Prints , Award show winner
Advertiser: Coca Cola Product: Coca-Cola Blak (coffee drink) Agency: Marcel Paris Creative Director: Anne de maupeou/Frederic Temin CD/Copywriter: Eric Jannon Art Director: Dimitri Guerassimov Country: France

Coca-Cola BLAK: I Wish I Was

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Released:	June 2008
Avertiser:	COCA-COLA
Brand name:	Coca-Cola Blak
Agency:	Marcel in Paris
Country:	France
Category:	Non-alcoholic drinks
Tags:	Long copy , Prints , Award show winner
Advertiser: Coca Cola Product: Coca-Cola Blak (coffee drink) Agency: Marcel Paris Creative Director: Anne de maupeou/Frederic Temin CD/Copywriter: Eric Jannon Art Director: Dimitri Guerassimov Country: France

Mercedes Benz: Fascination Billboard

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Released:	April 2008
Avertiser:	MERCEDES-BENZ
Agency:	COLENSO BBDO
Country:	New Zealand
Category:	Cars
Tags:	Creative outdoor , Long copy
What is it that makes some things infinitely more fascinating than others? Mercedes-Benz posed this question on a long-copy billboard. Product : Mercedes Benz Agency : Colenso BBDO, Auckland Designer: Phila Lagaluga Executive Creative Director: Nick Worthington Creative Director: Steve Cochran Art Director: Bradley Averill Art Director: Simone Louis Copywriter: Simone Louis Copywriter: Bradley Averill Agency Producer: Paul Courtney Agency Producer: Gabrielle Buckle Country : New Zealand Other Credits : Account Director: Scott Coldham Account Manager: Janelle Van Wonderen

Breast Cancer: Risk

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Released:	February 2008
Avertiser:	SAATCHI & SAATCHI MALAYSIA
Brand name:	BREAST CANCER
Country:	Malaysia
Category:	Public health & safety
Tags:	Social Advertising , Prints , Long copy , PUBLIC HEALTH & SAFETY , Creative review , Creative ads against cancer , Work
Saatchi & Saatchi Malaysia continue their award-winning Breast Cancer work with this new long copy poster. Product : Breast Cancer Awareness Agency : Saatchi & Saatchi, Malaysia Executive Creative Director: Adrian Miller Executive Creative Director: Edmund Choe Art Director: Yee Wai Khuen Copywriter: Quah Chia Seng Copywriter: Adrian Miller Country : Malaysia

Syngenta - Portfolio of Products

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Released:	January 2008
Avertiser:	SYNGENTA
Agency:	BOS
Country:	Canada
Tags:	Long copy
Long copy ad from Bos Toronto for Syngenta. Product : Syngenta Agency : Bos, Toronto Country : unknown Photographer: Frank Hoedl Illustrator: George Azmy Executive Creative Director: Chad Borlase Creative Director: Gary Watson Art Director: Ibraheem Youssef Copywriter: Mwewa Frederick Nduna

Nippon Paint's Colour Consultation: Passion Purple

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Released:	January 2008
Avertiser:	NIPPON PAINT
Agency:	LEO BURNETT, Singapore
Country:	SINGAPORE
Category:	Commercial public services
Tags:	Long copy
Leo Burnett Singapore use long copy to promote Nippon Paint's Colour Consultation Services. Product : Nippon Paint Agency : Leo Burnett Singapore Country : Singapore Creative Director: Chris Chiu Creative: Victor Ng, Jon Loke Photography: Groovy Studios

Nippon Paint's Colour Consultation: Harmony blue

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Released:	January 2008
Avertiser:	NIPPON PAINT
Agency:	LEO BURNETT, Singapore
Country:	SINGAPORE
Category:	Commercial public services
Tags:	Long copy
Leo Burnett Singapore use long copy to promote Nippon Paint's Colour Consultation Services. Product : Nippon Paint Agency : Leo Burnett Singapore Country : Singapore Creative Director: Chris Chiu Creative: Victor Ng, Jon Loke Photography: Groovy Studios

Nippon Paint's Colour Consultation: Cosy orange

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Released:	January 2008
Avertiser:	NIPPON PAINT
Agency:	LEO BURNETT, Singapore
Country:	SINGAPORE
Category:	Commercial public services
Tags:	Long copy
Leo Burnett Singapore use long copy to promote Nippon Paint's Colour Consultation Services. Product : Nippon Paint Agency : Leo Burnett Singapore Country : Singapore Creative Director: Chris Chiu Creative: Victor Ng, Jon Loke Photography: Groovy Studios

Have fun out there

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Released:	July 2007
Avertiser:	JEEP
Agency:	Cutwater
Country:	USA
Category:	Cars
Tags:	Prints , tv-spot , Creativity , Long copy , SUV , CARS , Work
San Francisco's Cutwater makes its Jeep debut with print and outdoor ads, the first stage of an ambitious new multimedia effort featuring a strategy that's all about — the price of gas aside — fun. That's right, fun. As CD Travis Britton explains, "With an expanded line of seven vehicles, Jeep faces the ultimate brand challenge: bring more people in without selling its authentic soul. The Jeep that everyone knows and recalls stands first for utility, ruggedness and safety," he claims. But then there's the apparently downright giggly fun factor. "In research among Jeep owners, they would talk about how happy they were, how much fun they were having and how they viewed driving like play," says Britton. "We want to call attention to the fact that all of these things create the most fun ride on or off the road. This one simple word defines the movement we'll build around this brand. Buying a Jeep will be a vote for fun, a declaration that you believe life should be more fun, and that this is a vehicle that can take you there." Besides the iconic fun-on-wheels of the outdoor ads, there's a long-copy print execution (see the PDF) that must've been fun to write. Client: Jeep Agency: Cutwater - San Francisco Executive Creative Director: Chuck McBride Creative Director: Travis Britton Joe Kayser Photographer: Mark Laita

LONG COPY

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Released:	July 2004
Avertiser:	MILLENNIUM IMPORTS
Brand name:	BELVEDERE VODKA
Agency:	WIEDEN + KENNEDY
Country:	USA
Tags:	Long copy
Creators Copywriter: Art Director: Account Supervisor: Ken Smith Advertiser Supervisor: Creative Director: Photographer: Typographer: Illustrator: Shu Akashi Advertising Agency: WIEDEN+KENNEDY Creative Team: Jim Riswold/Tim Hanrahan,Jim Riswold/Alison Rusen,Miriam Kaddoura Other:

LONG COPY

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Released:	January 2004
Avertiser:	SINGAPORE PRESS HOLDINGS
Brand name:	NEWSPAPER ADVERTISING
Agency:	OGILVY & MATHER ADVERTISING
Country:	SINGAPORE
Tags:	Long copy
Creators Copywriter: Art Director: Account Supervisor: Advertiser Supervisor: Creative Director: Photographer: Typographer: Illustrator: Advertising Agency: OGILVY & MATHER ADVERTISING Creative Team: Neil French,Neil French,Richard Johnson Other:

SL LONG COPY

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Released:	November 2003
Avertiser:	MERCEDES-BENZ
Brand name:	MERCEDES-BENZ SL
Agency:	SPRINGER & JACOBY WERBUNG
Country:	Germany
Category:	Cars
Tags:	Long copy
Creators Copywriter: Christoph Hildebrand Art Director: Sven Klohk Account Supervisor: Advertiser Supervisor: Andreas Poulionakis / Pawel Nowotny Creative Director: Alexander Schill / Axel Thomsen Photographer: Hans-Jurgen Conredel Typographer: Kirsa Plewnia Illustrator: Advertising Agency: Creative Team: Other:

LONG COPY

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Released:	August 2003
Brand name:	COMPANY RELOCATION
Agency:	EURO RSCG PARTNERSHIP
Country:	HONG KONG
Tags:	Long copy
Creators Copywriter: Marky Lo / Adrian Lam / Wen Hsiu Louie Art Director: Joseph Lau Account Supervisor: Advertiser Supervisor: Creative Director: Rachel Chau / Angela Pong / Marky Lo Photographer: Typographer: Joseph Lau Illustrator: Advertising Agency: Creative Team: Other:

LONG COPY

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Released:	February 2003
Avertiser:	MESSERFABRIK VICTORINOX
Brand name:	PEN KNIFE
Agency:	SCHOLZ & FRIENDS, Berlin
Country:	Germany
Tags:	Long copy
Creators Copywriter: Oliver Handlos Art Director: Stefan Leick Account Supervisor: Advertiser Supervisor: Hans Schorno Creative Director: Eric Urmetzer / Stephan Ganser Photographer: Typographer: Illustrator: Advertising Agency: Creative Team: Other:

LONG COPY

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Released:	February 2000
Avertiser:	MTE
Brand name:	HILLSIDE TRAINS
Agency:	CUMMINS & PARTNERS
Country:	AUSTRALIA
Tags:	Long copy
Creators Copywriter: ANDREW OSTROM Art Director: ANDREW OSTROM Account Supervisor: JEREMY KING Advertiser Supervisor: FELICIA MARIANI Creative Director: SEAN CUMMINS Photographer: Typographer: Illustrator: Advertising Agency: Creative Team: Other:

LONG COPY

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Released:	July 1999
Avertiser:	BENNETT & COLEMAN
Brand name:	CANNES ADVERTISING FESTIVAL
Agency:	OGILVY & MATHER
Country:	INDIA
Tags:	Long copy
Creators Copywriter: BOBBY PAWAR Art Director: SAGAR MAHABALESHWARKAR Account Supervisor: ANAND TILAK Advertiser Supervisor: SUJOY GHOSH Creative Director: PIYUSH PANDEY Photographer: Typographer: Illustrator: Advertising Agency: Creative Team: Other:

LONG COPY

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Released:	January 1998
Avertiser:	DESIGNERS & ART DIRECTORS ASSOCIATION
Brand name:	D&AD AWARDS
Agency:	BARTLE BOGLE HEGARTY
Country:	United Kingdom
Tags:	Long copy
Creators Copywriter: BRIAN COOPER Art Director: JASON STEWART Account Supervisor: Advertiser Supervisor: MARCELLE JOHSON Creative Director: STEVE HOOPER Photographer: Typographer: ANDY BIRD Illustrator: Advertising Agency: Creative Team: Other:

Long copy