MEDIA CHOICE: [PP] By GORDON MACMILLAN Photograph (omitted)

Gordon MacMillan chooses the ad for the Army that ran on the International News page in the Guardian on Monday. ’Scanning the page you notice the headlines that contain the words Angola and Madagascar. Your eye then reaches the Army copy: ’Could you be ready to work anywhere on this page within 24 hours?’ It is a terrifically simple idea that is extremely effective. The copyline makes the ad feel like an integral part of the page and no matter what the international news headlines it could hardly have failed to worked.’ Media planner/buyer: Adrian Darby, Zenith Media, creative: Saatchi and Saatchi.

Gordon MacMillan chooses the ad for the Army that ran on the

International News page in the Guardian on Monday. ’Scanning the page

you notice the headlines that contain the words Angola and Madagascar.

Your eye then reaches the Army copy: ’Could you be ready to work

anywhere on this page within 24 hours?’ It is a terrifically simple idea

that is extremely effective. The copyline makes the ad feel like an

integral part of the page and no matter what the international news

headlines it could hardly have failed to worked.’ Media planner/buyer:

Adrian Darby, Zenith Media, creative: Saatchi and Saatchi.



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