Text Wizard Copywriting - advertisement copy

Background

Here are two ads I wrote for Berol pens – together with the text for the Drywipe range.

The brief for the Drywipe ad was wide open, apart from a requirement to include a note about storing the pens with the caps on. I didn't want to work that idea into the body copy because it would waste precious words – and draw undue attention to a possible drawback to the concept. So I added a housekeeping footnote in which I could refer to drying out in a positive, yet matter-of-fact way.

My original draft had the heading 'Free spirits' above the picture. That headline was cut from the ad which appeared in Junior Education. The Handhuggers ad appeared in Child Education.

	Free spirits They write, they wipe, they move on Berol Drywipe pens and erasers encourage children to capture the moment…to experiment…to take risks. The Berol Drywipe range* promotes informal, yet vigorous interactive classwork. Children can record fleeting ideas, then swap, discuss, or play around with them. This is education that really rubs off. Berol Drywipe pens and erasers. For maths. For English. For ideas. *Choice of colours and tip shapes, plus mini foam erasers. To prevent drying out between lessons, store Berol Drywipe pens horizontally with caps firmly in place.