You may think…

How can you possibly make a ham advert interesting or different?

Just get a few pictures of the juiciest, most tender and flavorful ham, put a clever strapline together with a logo and…voila!

That’s great if your brand is already established. If not most people will recall it for about as long as the next food advert they see.

Today I’m going to show you a ingenius advert. It’s the best direct response advert ever made for a piece of ham.

What’s more you are going to get insider x-ray vision and see a paragraph-by-paragraph analysis of why this advert was incredibly effective.

This is exciting for two reasons. First you will see the potential for how great an ad can be for a boring product like ham. Second you will learn timeless principles from a legendary copywriter to apply to your own work.

Gary Bencivenga penned this piece. He’s responsible for more control packages than just about anyone who has ever lived.

Anywho, here it is:

(Notes: This ad was likely ran to a warm audience who already knew the writer.)