How Don are you?
RSVP Craft Best Copywriting Winner
Rob Banks, Tony Clewett, James Mok, Ian MacMillan, Ant Wilson, Eric Thompson, Katie Loverich, Fleur Head, Matt Scott
The third series of the critically-acclaimed Mad Men TV series needed to attract a wider audience. A big part of Mad Men’s untapped appeal was the show’s key character, Don Draper – a smooth-talking, hard-drinking, bed-hopping adman. Most people, if they were honest, would love to be at least a little like Don. So DraftFCB challenged Kiwi guys to see how they measured up to Don.
The outstanding copy does more than set up a comparison between audience and Don Draper. It talks to them in Don’s distinct alpha-male tone of voice – and at the same time, manages to inject a little tongue-in-cheek humour to help reward the reader. As a result, the launch night ratings for Season 3 of Mad Men were up 31% and the show’s share of audience increased by 88%.