Like many other creatives, I am partly indebted to Dave Trott for getting me into the advertising game. Not because I ever met the guy, but because - as a kid - his ads showed me that there was considerable fun to be had in making up weird stuff and getting paid for it.
Trott is maybe the best known copywriter in the world at present - well, in the UK at least. He has always had a unique way with words, as in this blast from the past:
Lipsmackin, thirstquenchin, acetasting, motivating, goodbuzzin, highwalking, fasttalking, coollivin, evergivin, coolfizzin... Pepsi.
Other examples include: Hello Tosh, Gotta Toshiba? and Aristonandonandonandon
Perhaps my favourite Trott creation was the Holsten Pils advertising campaign featuring Griff Rhys Jones and a number of dead Hollywood film stars. At the time (way, way, way back) the idea of embedding Jones into old Hollywood movies and interacting seamlessly with the stars was jaw-droppingly breakthrough. Indeed, we marveled at it endlessly in the Uni Bar as we knocked back our pints of a competing lager.
Trott's Creative Mischief book is a collection of parable-like stories (mostly blogs and articles originally) that engage and entertain before coming to a telling punchline that sums up the lesson in style. The 'moral' of each story can be variously applied to advertising in general, copywriting in particular or the great wheel of life itself.
His stories are beautifully single-minded, just like his ads. If you ever need inspiration to become a copywriter, this is one book you should dive into straightaway.
Hi. I’m a writer of highly effective copy for every marketing sector under the sun. If you've got a copywriting, advertising or design project, please get in touch - I'd love to help.