The Sunday Times Wine Club - Laithwaites Wines in another guise

I’ve never understood why ad agencies create press ads that don’t share the mindset of a newspaper reader – they’re looking for stories, for words, for information. If your ad just has a pretty image, why are they going to spend any time with you? That’s why the advertorial style is so powerful – to the extent that newspaper publishers realise that the more it looks like the paper, the more the ad works, so increasingly they’re ending up doing it themselves. Here’s an example I wrote for the STWC, but note that even here we get the offer up early on. And yes, in order to write this, I had to drink a bottle of Chateau Gachon. It’s a tough job, sometimes.