101 Greatest Ads All Time [PDF]

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PUBLISHER’S PREFACE Yippee, Ki-Yay, Motherfucker! First things, first – a massive congratulations is in order... Because you now own the “Legendary Ads Vault” – a collection of the 101 greatest ads ever known to the worlds of advertising and copywriting. And THAT, my fellow ink-slinger, is no small feat. As I reflect back over the… Thousands of ads (and dozens of ad collections) published on behalf of Copy Legends… Along with the 100,000+ pages of deep-dive research into the vintage newspapers and magazines used to compile them… A clear theme emerges… There’s a small, unique collection of ads that continue to receive the most praise… Some of which were published more than 100 years ago, and all of which were… Assembled by copywriters and advertisers worthy of the title, “Original Copy Legend”. All that being said... In these sacred pages that follow, you have the unique opportunity… To read, study, and “swipe” the highest-converting sales copy masterpieces of all-time. And it’s a goddamn honor to share them with you now. Thank you for allowing me to serve in this way – and for the distinct privilege to walk beside you in your copywriting journey. Now – let’s the dive the fuck in... -

Matt “Legendary Ads Vault” Bockenstette

TABLE OF CONTENTS  David Ogilvy:    “At 60 Miles An Hour The Loudest Noise In This New Rolls-Royce Comes From The Electric  Clock”......................................................................................................................................................................1    “The Man In The Hathaway Shirt”................................................................................................................. 2    “How To Create Advertising That ​Sells​”........................................................................................................ 3    “Darling, I’m Having The Most Extraordinary Experience…”.................................................................. 4    “Girl By A Gate – In Old San Juan”................................................................................................................. 5    “The Amazing Story Of A Zippo That Worked After Being Taken From The Belly Of A Fish”........ 6    “Every Secret But One* Is In This Book”........................................................................................................ 7    Claude Hopkins:    “How Fortunes Are Made In Advertising”..................................................................................................... 8    “$100,000,000 Wasted On Ads That Never Pay”.................................................................................... 9    “That Film On Teeth”........................................................................................................................................ 10    “Food Shot From Guns Of Peace”.................................................................................................................. 11    “Keep That Schoolgirl Complexion”.............................................................................................................. 12    “My Farewell Car”.............................................................................................................................................. 13    “Why The Doctor Gives His Patients Schlitz Beer”................................................................................... 14    “Here Is The Free Milk Coupon”..................................................................................................................... 15           

TABLE OF CONTENTS  Eugene Schwartz:    “How To Defend Yourself Against The HUMAN PARASITES Who Want To Rule Your Life!”...... 16    “How To Stay Young Till 90”........................................................................................................................... 17    “How To Stroke Wrinkles Right Out Of Your Face!”............................................................................... 18    “NOW! Turn Your Mind Into A Mental Magnet!”..................................................................................... 19    “Food Is Your Best Medicine”.......................................................................................................................... 20    “How To Turn Your Child Into A Classroom Wizard”.............................................................................. 21    Gary Halbert:    “The Amazing Blackjack Secret Of A Las Vegas Mystery Man!”........................................................... 22    “Mississippi Man Discovers Long Lost Tapes Made By Elvis Presley Before He Became  Famous!”.............................................................................................................................................................. 23    “The Amazing Money-Making Secret Of A Desperate Nerd From Ohio!”.......................................... 24    “The Amazing “Face-Lift-In-A-Jar” Used By Hollywood Stars Who Lose Their Jobs If They Don’t  Look Their Best!”............................................................................................................................................... 25    “How To Keep Your Money From Being MURDERED!”......................................................................... 26    “How To Collect From Social Security At Any Age!”................................................................................. 27    “How To Get What The U.S. Government OWES YOU!”........................................................................ 28    Bruce Barton:    “The Story of Two Men Who Fought In The Civil War”........................................................................... 29    “The Glory Of The Upward Path”.................................................................................................................. 30    “How Two Men Built Up A Great Bank”...................................................................................................... 31 

TABLE OF CONTENTS    “Men Who ‘Know It All’ Are Not Invited To Read This Page”................................................................ 32    John Caples:    “They Laughed When I Sat Down At The Piano But When I Started To Play!~”.............................. 33    “They Grinned When The Waiter Spoke To Me In French – But Their Laughter Changed To  Amazement At My Reply”............................................................................................................................... 34    Robert Collier:    “The Secret Of The Ages”................................................................................................................................. 35    “High On His Throne Sat Xerxes And Wept – At The Shortness Of Human Life”............................. 36    Maxwell Sackheim:    “Do You Make These Mistakes In English?”................................................................................................ 37    “Seven Deadly Advertising Mistakes”.......................................................................................................... 38    “The Man With The Grasshopper Mind”..................................................................................................... 39    James Webb Young:    “Within The Curve Of A Woman’s Arm”...................................................................................................... 40    “Hand Woven By The Mountain People Of New Mexico”...................................................................... 41    “How To Carry Fire In Paper”.......................................................................................................................... 42    George Cecil:    “The University Of The Night”....................................................................................................................... 43    “The Diary Of A Lonesome Girl”.................................................................................................................... 44    “The New Ford Car”.......................................................................................................................................... 45 

TABLE OF CONTENTS  Raymond Rubicam:    “The Stranger At The Gate”............................................................................................................................. 46    “The Instrument Of The Immortals”............................................................................................................. 47    “The Priceless Ingredient”............................................................................................................................... 48    Victor Schwab:    “How Long Should An Advertisement Be?”.............................................................................................. 49    “100 Good Advertising Headlines – And Why They Were So Profitable”................................... 50-51    William Bernbach:    “Avis Is Only No. 2 In Rent A Cars. So Why Go With Us?”..................................................................... 52    Leo Burnett:    “Magazine With A Mission”............................................................................................................................ 53    Albert Lasker:    “Drink An Orange”............................................................................................................................................. 54    Theodore F. MacManus:    “The Penalty Of Leadership”.......................................................................................................................... 55    Louis Engel:    “What Everybody Ought To Know… About This Stock And Bond Business”.................................... 56    Mel Martin:    “For Golfers Who Are Almost (But Not Quite) Satisfied With Their Game – And Can’t Figure Out  What They’re Doing Wrong:”......................................................................................................................... 57   

TABLE OF CONTENTS  Lew Greene:    “Why Men Crack”.............................................................................................................................................. 58    F.R. Feland:    “Brown’s Job”...................................................................................................................................................... 59    Joe Karbo:    “The Lazy Man’s Way To Riches”.................................................................................................................. 60    Joseph Sugarman:    “Vision Breakthrough”...................................................................................................................................... 61    Lillian Eichler Watson:    “Again She Orders – ‘A Chicken Salad, Please’”........................................................................................ 62    “Are You Haunted By The Ghosts Of YOUR Social Mistakes?”............................................................ 63    Ben Suarez:    “Ohio Man Discovers The Secret Of How To Escape The American Rat Race”................................. 64    “The Secret Of Having Good Luck”............................................................................................................... 65    O.B. Winters:    “Written After Hours”...................................................................................................................................... 66    William Ashley Anderson:    “Lift Up Your Eyes!”........................................................................................................................................... 67    Milton Feasley:    “Often A Bridesmaid But Never A Bride”.................................................................................................... 68 

TABLE OF CONTENTS  Philip W. Lennen:    “There Is Only One Solution To An Advertising Problem: Find The Man!”......................................... 69    G. Lynn Sumner:    “‘Here’s An Extra $50, Grace – I’m Making ​Real​ Money Now!’”........................................................... 70    “Imagine Harry And Me Advertising PEARS In Fortune!”...................................................................... 71    J. W. Packard:    “When Heaven Was At The Corner Of Sycamore And Main”................................................................ 72    Hayward M. Anderson:    “Ever Hear The One About The Farmer’s Daughter?”............................................................................. 73    “We Hope We Set A Boy To Dreaming”...................................................................................................... 74    George Malcolm-Smith:    “The Greatest Reason In The World”............................................................................................................ 75    George Gribbin:    “My Friend, Joe Holmes, Is Now A Horse”................................................................................................... 76    Miriam Dewey:    “Aunt Meg… Who Never Married”................................................................................................................ 77    Helen Hoagland:    “Oh, ​Doctor,​ I Bet You Tell That To ​All​ The Girls!”................................................................................... 78    Julian Watkins:    “The Kid In Upper 4”......................................................................................................................................... 79 

TABLE OF CONTENTS  Carl Spier:    “To Peggy – For Marrying Me In The First Place…”................................................................................ 80    Draper Daniels:    “A Hog Can Cross The Country Without Changing Trains – But YOU Can’t!”.................................. 81    Wendell L. Willkie:    “Tonight, At Midnight…”.................................................................................................................................. 82    Maury Hanson:    “FAITH Is A F ​ amily​ Affair!”............................................................................................................................. 83    Ken Slifer:    “The Case Of The Crumpled Letter”............................................................................................................. 84    B.J. Kidd:    “Honeymoon At Sea Island”.......................................................................................................................... 85    Sid Ward:    “All right, Ann Ward, Here Is Just What You Said To Write… Now We’ll See How Many People  Read It!”............................................................................................................................................................... 86    Barbara Collyer:    “Oh Darling – You Shouldn’t Have”.............................................................................................................. 87    George Bushfield:    “He Came To A Land Of Wooden Towns And Left A Nation Of Steel”............................................... 88       

TABLE OF CONTENTS  Warner & Swasey:    “Wonder What A Frenchman Thinks About”............................................................................................. 89    F.Q. Tredway:    “A Short Course In Railroading… For Airline Executives”........................................................................ 90    Sid Olsen:    “The Longest Left Turn In History”......................................................................................................... 91-93    Julian Koenig:    “Think Small”...................................................................................................................................................... 94    David Abbott:    “To Dad”............................................................................................................................................................... 95    Gary Bencivenga:    “Do You Make These Mistakes In Job Interviews?”.................................................................................. 96    “Announcing A Direct Response Advertising Agency That Will ​Guarantee​ To Outpull Your Best  Ad”......................................................................................................................................................................... 97    Neil French:    “Is This The Best Ad Ever Written?”.............................................................................................................. 98    Julian M. Snyder:    “Fortunately, Most Investors Think Like Losers. That’s How People Like Me Get Rich.”............... 99    Peter Howard:    “Britain Needs An Idea”................................................................................................................................ 100   

TABLE OF CONTENTS  Paul Michael:    “How You Can Make A Killing In Coins… That May Be Slipping Through Your Fingers Every  Day!”................................................................................................................................................................. 101    Bob Levenson:    “Do This Or Die”.............................................................................................................................................. 102    Ralph Ginzburg:    “FREE MONEY!”............................................................................................................................................. 103    Cortland N. Smith:    “The Greatest Mother In The World”......................................................................................................... 104 

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