CAMPAIGN INTERNATIONAL: INTERNATIONAL GALLERY - Yardley Hunt Lascaris/TBWA

Professional Secretary’s Day was started 45 years ago in the US and has spread from there to other markets, such as Australia and South Africa. It is traditionally a day where employers take their secretaries out to lunch and give them gifts to thank them for their good work. In this press ad for Yardley, Hunt Lascaris has used shorthand to talk to the secretaries, with a completely fictitious translation in longhand underneath. The shorthand reads: ’You know your lazy tight-fisted old git of a boss, who’s been slave-driving you all year? This Secretary’s Day tell him to get off his fat arse, get down to the shop and buy you a wonderful bottle of perfume ... After everything he’s done to get up your nose, it’s the least he can do.’ The ’translation’ underneath gives, of course, a completely inoffensive version of the message ...

Professional Secretary’s Day was started 45 years ago in the US and

has spread from there to other markets, such as Australia and South

Africa. It is traditionally a day where employers take their secretaries

out to lunch and give them gifts to thank them for their good work. In

this press ad for Yardley, Hunt Lascaris has used shorthand to talk to

the secretaries, with a completely fictitious translation in longhand

underneath. The shorthand reads: ’You know your lazy tight-fisted old

git of a boss, who’s been slave-driving you all year? This Secretary’s

Day tell him to get off his fat arse, get down to the shop and buy you a

wonderful bottle of perfume ... After everything he’s done to get up

your nose, it’s the least he can do.’ The ’translation’ underneath

gives, of course, a completely inoffensive version of the

message ...



Country: South Africa



Agency: Hunt Lascaris/TBWA



Client: Yardley



Writer: Clive Pickering



Art director: Neil Dawson



Typographers: Grant Parker, Neil Dawson.



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