Nobody reads long copy anymore. Here's why.

T: You always talk about the importance of copy.When you are flicking through a magazine, for example, you see a lot of images, and you keep flicking. Should a good ad be like a good book that you don't want to stop reading?

Ad type: 

Singapore Cancer Society - If only women paid as much attention to their breasts as men do - (1997)

This cheeky ad from the Singapore office of the Leo Burnett Company won the 1997 New York Festivals sponsored Grand Awards for best public service announcement. It was for the Singapore Cancer Society/Breast Cancer Awareness. It was received well in Japan too.

"If only women examined their breasts as much as men do."

According to the AEF:

The advertising world has long known that sex sells, but does sex translate?