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Sairaj Kadam

Entrepreneur • 5m

Is The Best Ad Ever Written? When a little advertisement ran in 1900, Ernest Shackleton was stunned and rejoiced. Why? By all the accepted rules, it shouldn’t have worked. The promise is vague: “Men wanted for hazardous journey.” So let's imagine rewriting the ad according to the rules: “Men wanted for earning money. Good money. Good conditions. Good company.” Sounds brilliant, right? Not really. That version might attract applicants, but they'd be there for the money, leading to a mutiny, not a successful expedition. We wouldn't even be talking about the ad today. So, what made this advertisement special? It was the words. The sheer quality of the words reached out and pulled Shackleton’s men in by the heart. It’s the best advertisement ever written because it conveyed so much between the lines. Shackleton likely wrote the ad off the cuff, pouring his soul out to the world. The ad resonated because it was about leadership and fascination. Any advertisement written for an agency is different. We produce ads every day for a living. Rarely are they as resonant, concise, or simple as Shackleton's ad, but we do it for excellent reasons: our work is measured by the results we get. We produce results for our clients—results that matter. KADAM - DIVERSE

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