As a general rule of thumb, I keep copy on consumer ads to less than 100 words. The General Motors Parts “Mr. Goodwrench” campaign illustrates how a simple concept can be extended over multiple products and categories. The same precept applies equally as well to trade ads, as shown in the Wabash Trailer ads. [CLICK ON ANY IMAGE FOR CAROUSEL VIEW]
Long copy has its place as well, particularly in issue-oriented communications. The Wall Street Journal campaign for Cummins is a great example of a serious message, while the RPCA campaign brings a wry sense humor to financial planning.
