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.