What are words worth?

I don't think I'm alone in saying The Economist is responsible for some classic copy driven advertising.

Very similar and also pretty good is the work done for the Financial Review here in Australia.

Sadly this campaign for the Harvard Business Review doesn't come close.


At first glance it appears to be aiming for similar territory to the other two publications I mentioned.

But let's be honest. The copy ain't that clever or memorable. And who on earth chose the colour grey for the ad below?


Agency - ZIG Canada