Anyone who works in the creative industries will be familiar with the strain that comes from trying to explain what exactly it is they do to confused friends and relatives. And The Clio Awards latest campaign, developed in partnership with JKR, is celebrating that confusion. The whole campaign is underpinned by the line 'They'll never get it. Until you get it.'
Other lines say things like 'No. You can't wear the briefs I'm working on' and 'No. Not copyrighting, it's copywriting'. Then there's my personal favourite 'No, Not those kinds of widows and orphans'. These insider jokes set the scene perfectly before the main tagline (see more examples of great copywriting in the best print ads of the 2000s).
