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Copywriting hailed in Dixons ad

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Copywriting proves marketing power

Commercial copywriting has long been viewed as vital to any marketing campaign.

And that maxim still holds true today after a Dixons.co.uk ad was singled out as one of this year’s finest. The Middle England campaign, from marketing agency M&C Saatchi, was ranked fifth in the Independent’s list of best ads of 2009.

The outdoor ads stated: “Step into middle England’s best loved department store, stroll through haberdashery to the audio visual department where an awfully well brought up young man will bend over backwards to find the right TV for you. Then go to Dixons.co.uk and buy it.” The strapline read: “Dixons.co.uk. The last place you want to go.”

Mixed response to ad campaign

At the time, the ads were denounced by department stores such as Harrods and John Lewis. And marketing industry commentators on marketingweek.co.uk and Brand Republic also criticised them for trying to make a virtue of customer service deficiencies.

However, Claire Beale, media analyst at the Independent, hailed what she thought was a revolutionary marketing move from Dixons.co.uk. Describing it as “superbly written and delightfully cheeky”, she concluded that the campaign “pulled it all off through the sheer quality of its copywriting”.

The top ad of 2009 was apparently comparethemarket.com’s meerkat-based campaign. That was followed by Virgin Atlantic’s 25th anniversary marketing drive, Cadbury’s Eyebrows and T-Mobile’s Dance.

Earlier this month, ITV named Hovis as its advert of the decade, ahead of Skoda’s Bake and comparethemarket.com. The campaign, created by agency MCBD, celebrated 122 years of the brand in 122 seconds.

Written by Richard Frost

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