One of the old-school tips you’re given as a copywriter is to absorb all the facts you have about your target audience and bring them to life as one person in your imagination (ideally someone you know or have met). Then you write your ad directy to that person. I think this advert is a great example of that skill - sorry for the bad photograph. Copy reads:
You’re not my mum!
You’ve got a prickly chin.
You hold me like a rugby ball.
You manage to sleep through my screaming.
You put my babygro on backwards.
You retch at the slightest wiff of poo.
And your nipples are completely useless.
But I love you anyway, dad.
And I’ll love you even more if you start a Jump Child Trust Fund for me, so I can buy the mother of all motorbikes when I get older.
(They’ve also rolled the small print about share values going up as well as down nicely into the body copy rather than trying to hide it, which maintains the ad’s honest and friendly approach.)
