When a concept writes itself

A series of newspaper ads from Saatchi & Saatchi, Italy, have been celebrated at the ADCI Awards. The ads are for a sale on Mondadori Books – a sale with a 30% discount.

The ads are praised for their brilliant copywriting, however, isn’t this a case of an idea or concept that basically writes its own copy?


Maybe it is just a matter of what you call different processes. In 1508 we would consider the Mondadori ads to be a concept rather than writing. Once the (really good) idea of combining a 30% discount with the title of famous books is conceived the writing is mostly a matter of finding titles and using a calculator. Still great ads, though.

By Wagner

P.S. ADCI = Art Directors Club Italiano (“warning” the site is in Italian).

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