I wish I would have written this.
I didn't write the copy for this Lululemon email. But wished I had. It appeared in my wife's inbox. And while she doesn't normally read email ads, she read this one and passed it onto me because she loved it.
So I thought I'd pass it onto you.
I don't know the person who wrote it. I don't particularly care what sex they are. Or what race. Or what age. Or from where they hail. Good copywriting doesn't really care about about labels, no matter how socially and corporately popular they seem to be these days. It cares about craft, heart, passion, empathy and a clear and purposed point of view. All of which can be voiced in any message in any medium in today's advertising quiver.
I know plenty of people in advertising who can really write, some by only their work, some by acquaintance, and some – by my good fortune – by friendship. Bob Coburn. Michael Buss. Steve Silver. Neil French. Jarl Olsen. Jerry Cronin. Brian Tierney. Rob Siltanen. Janet Champ. Stephen Gill. Jim Riswold. David Fowler. Robin Fitzgerald. Dave O'Hare. Gage Clegg. Craig Crawford. Cameron Day. And others. All of whom have written ads that I admire. All of whom I would happily hire. And, certainly, all of whom I would gratefully work along side or for any day of the week.
The person who wrote the ad for Lululemon is Arrabelle Stavroff. A woman. Age unknown. Caucasian. Canadian. And most importantly – because none of that other stuff really matters – a copywriter who can write.
Thanks, Arrabelle. Namaste.
Author of The Advertising Survival Guide trilogy. Mentor, mediocrity repellant, and human intelligence advocate. AI pragmatist. Available for speaking, brand-tuning, repositioning, and random F-bomb hurling.
7 年Honored to be mentioned alongside Gage Clegg and Michael Buss, both of whom have personally handed me my ass on more than one occasion. I'd like to add a name to your list, if I might be so bold. He's a young wrier in Denver at Cactus. Ricky Lambert is his name. You may not know his name yet, but he handed me my ass a few times, too. These guys made me up my game. As do you. Bravo.
problems solved
7 年Love this premise, man. It's important to share good work. It reminds us all of why we love what we do, and that we're not alone in that love. Cheers and keep 'em coming.
Copy Director, lululemon
7 年Oh my goodness, I also feel incredibly honoured to be mentioned with such tremendous writers. I'm so happy it resonated with your wife, and that you enjoyed it as well. I can't thank you enough for the kind words. I'm a little stunned, and incredibly flattered. Thank you!
Freelance Creative Director/Copywriter at 11:11 LLC
7 年Well that's the first and probably last time I'll see my name alongside those legends. Very kind, Jack. Long live words!
Associate Creative Director at Saatchi & Saatchi
7 年Honored to be lumped in with such esteemed company. And, of course, also wish I had written that. Well done, Arrabelle Stavroff.