Insulting, Self-Deprecating, Mistargeted: The Joy of Rule-Breaking Copy
I’m one of those sad people. I read the back of cereal boxes, the blurb on DVD cases and the labels on beer bottles. And they all tend to follow the same boring copywriting rules. And then I cracked open a beer I hadn’t tried before. And it told me to put the beer down and buy something else. It broke the copywriting rules. And it got me thinking. How many great pieces of advertising copy break the rules?