Good morning and welcome to Copy Shop Tuesdays! Every week we will look at an existing print ad, critique it, and ultimately take a few passes at new copy.
This week I picked a Brown Cow yogurt ad from 2006. It’s too long. Anyone can write long content, but a good copywriter can cut to the chase and present engaging copy that captures the essence of the brief, and essentially, the attention of its audience.

A tried but true writing exercise is to take an existing ad and, going backwards, try to piece together the brief. For the sake of continuity, let’s use this five-step template:

1. Background
2. Objective
3. Audience
4. Strategy
5. Execution

And here she is:


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