Brilliant writing. Makes the inoffensive John Lewis seem up its own arse with just two words, then BANG - dixon's straight down the line normal kind of guy.
Brilliant design. So simple. No doubt some will mock it for being crude or unsophisticated. BUT THAT'S WHY IT WORKS.
And the tag line. The tag line! How did they get that through? It's the very best kind of play - you kick off with a negative, blink, and end up with the desired message. Reel em in, then reward. Classic.
The client deserves a medal. This kind of idea is normally the Creative's favourite, then the client goes with the third option, probably tagged 'Dixon's. The better place to go'.
I got some great books for Christmas. Here's one of them.
It's a mix of history and etymology that gives an overview of how the English language was created; Celtic base, sprinkle of Latin, a wedge Anglo Saxon stodge, all mixed together with some sticky French.
The best bits are the factoids. Here are some you may here in a pub near you soon.
nickname is a corruption of 'an ekename' (literally an added name)
prevaricate means to plough crookedly
The Russian for station is 'vokzal'. It was adopted after a Russian delegation visited South London in the eighteenth century and saw a sign outside a station. It read 'Vauxhall'.
cravat comes from the french for 'Croation,' after Croation mercenaries introduced the style accessory icon in the seventeenth century.
It's nothing that new, but executed brilliantly. And smashes the theory you have to put up a bit of text for any length of time. Make sure it feels right, sure, but the brain will pick stuff up at a frightening speed.
That's what some people I've worked with don't get. People are clever.
There is a village. Maybe in Wiltshire. In this village, all the men are clean shaven. Some shave themselves. Others are seen to by the barber. There's only one barber in the village. The barber shaves every man in the village who doesn't shave himself, and only those men.
The barber's male, so does he shave himself?
Say the barber doesn't shave himself. Well, by definition he's supposed to shave all the men who don't shave themselves, so this can't be true and he must shave himself.
But if he does shave himself, he doesn't shave only the men in the village who do not shave themselves.