Copywriting

Toohey's have made a stir in creative circles by continuing their mix of music and quirkstyle in adverts, this time moving away from the Pod People approach, and teaming up with Mark Ronson (http://www.theage.com.au/business/media-and-marketing/tooheys-taps-into-the-groove-again-20100311-q1og.html, http://clubantix.com.au/TOOHEYS-EXTRA-DRY-THE-LAB-REVEALS-FINAL-TV-CAMPAIGN.html). Having seen a few of these adverts now, I've become aware that something's just not right, and I think it might be the message... In the ads, various moody people walk around various moody locations,

Part of being a good copywriter is always being on the lookout for new words and ways of describing things. I came across this word the other day, and thought that it was a wonderful way of communicating an emotion where we don't have an equivalent word in English: Saudade http://en.wikipedia.org/wiki/Saudade