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How DON are you

Awards: RSVP Craft Best Copywriting Winner

Entrant: DraftFCB

Nominee: Sky Television

Entrant Credits: Rob Banks, Tony Clewett, James Mok, Ian MacMillan, Ant Wilson, Eric Thompson, Katie Loverich, Fleur Head, Matt Scott

Nominee Credits: Kate Whittle

Entry Rationale:

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%.

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