Air Asia Ad By Neil French (And The Lost Art Of Long-Copy Ads)

As a copywriter, I believe the art of long-copy ads has been lost. There are many reasons for this – of which three stand out:

  1. the bias towards visual-driven ads because of the underlying belief that “a picture (especially a pretty one!) is worth a thousand words”;
  2. the lack of courage of both agencies and clients in believing that their audiences/customers are more intelligent than they give them credit for; and
  3. it’s really difficult to come up with a long-copy ad!!!

So, it was rather refreshing to come across this long-copy ad by legendary ad man Neil French for client Air Asia – a leading budget air carrier based in Malaysia.

3 thoughts on “Air Asia Ad By Neil French (And The Lost Art Of Long-Copy Ads)

  1. When I initially commented I clicked the “Notify me when new comments are added”
    checkbox and now each time a comment is added I get three emails with the same comment.
    Is there any way you can remove people from
    that service? Appreciate it!


  2. I seldom drop responses, however after reading a few of the remarks on this page Air Asia Ad
    By Neil French (Annd The Lost Arrt Of Long-Copy Ads) | Inc.sights – Branding, Marketing & Communications.
    I actually do have a few questions for you if you do
    not mind. Is it only me orr do a few of these
    responses come across as if they are written byy brain ddad
    folks? 😛 And, if you are writing at additinal online sites, I
    would like to keep up wityh you. Would you make a list of the complete urls of yokur shared pages like your
    twitter feed, Facebook page or linkedin profile?


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