Rolls-Royce
The Famous Rolls-Royce "Electric Clock" print ad.
Ad great Leo Burnett considered this the best print ad ever created. It ran exactly once, in the New York Times, the New Yorker, the Wall Street Journal and in Sunset Magazine, in April of 1958. Total media and production costs of the ad: $25,000. Total sales as a result of the ad: $6 milion. Now, back then, $6 million dollars only represented sales of 300 cars. But here's what you have to know - Rolls-Royce could only manufacture 400 cars per year in total! This ad also resulted in an 18-month waiting list for delivery. How many single print ads can claim that success?
Let's break it down.
1 |
The Perfect Angle
A perfect photograph of the Rolls. We see its long glamorous profile, with just enough of an angle to see the signature Rolls-Royce grill. |
| |
|
2 |
The European Street.
When we think of the Rolls-Royce, we think of Europe. Ogilvy knew that, and chose a location that smacked of upper crust England, surrounding the automobile with the visual imagery of wealth. |
| |
|
3 |
The Discreet Price.
I have always believed that ads should contain prices, that a price hastens a sale. But I love how discreet this price point is. It's almost as if Ogilvy thought it gauche to display the price too predominantly. |
| |
|
4 |
That famous headline.
This headline speaks not only to the car itself, but to the entire manufacturing philosophy of Rolls-Royce as a company. Ogilvy said you've spent 80 cents of your dollar with the headline, so make it good. He did. |
| |
|
5 |
The subhead.
Clearly, Ogilvy was influenced by magazine editorial design, and the subhead is classic New Yoker magazine style. This ad looks more like an article than an ad, and that's probably why it got such high readership. |
| |
|
6 |
First line of copy.
Ogilvy addresses the intriguing headline with the first of 13 incredibly persuasive points about the car. And he notes that the famous headline is not the work of the copywriter, but a quote by an editor from a respected auto magazine. |
| |
|
7 |
"No chauffeur required."
How much is said with that short sentence. He masks his intent by referring to how easy the car is to handle, but he's really saying you are rich enough for a chauffeur, aren't you, dear reader? |
| |
|
8 |
"Subjected to 98 separate ordeals."
Ogilvy could have said the Rolls was put through 100 tests. But instead, he chose to say "subjected to 98 separate ordeals." A much more elegant and intriguing turn of phrase. |
| |
|
9 |
"Hand-rubbed."
Ogilvy wasn't really pointing out the amount of paint, he's looking for a reason to tell you the automobile's finish is meticulously applied by hand. Human attention to detail is the magnetic pull. |
| |
|
10 |
"A French Walnut Picnic Table."
Slides out from under the dash. Optional extras included an Espresso machine, a dictating machine, a bed, hot and cold water, an electric razor or a telephone. Remarkable options - remember, this is 1958. |
| |
|
11 |
If you feel "Diffident."
Interesting word, meaning "shy or modest." Ogilvy was not shy, and drove a Rolls. One morning, he spotted one of his VPs walking to work, pulled over, told him that if he worked hard enough, one day he too could own one. Then drove off without picking him up. |
| |
|
12 |
Second price mention.
But as discreet as the first mention. Also, Ogilvy never uttered the word "ad" - it was always "advertisement" - he truly did elevate the profession. |
| |
|
13 |
The Call-To-Action.
Even a Rolls-Royce print "advertisement" has a call-to-action in it. Ogilvy was a salesman. This ad created such a response, that Rolls had to change their manufacturing pace. Eventually, it meant lowering their standards, causing Ogilvy to resign the account. |
| |
|
