The job of the copywriter is a hard one. If you're selling fancy cars or big houses or you're 'Employee of the Month' at
McMann and Tate , I'm sure the superlatives come thick and fast.
I'm sure the job is much harder when you have to sell this.
 |
Gala paper towels, 1965 |
For one thing, it doesn't look like they're too sure that it
is the prettiest paper towel ever made. Well, at least it's the newest, that's something! I can just picture the meeting they had:
- Hmmm, how can we really demonstrate that this is some of the prettiest paper towels around?
- Ooooh, I dunno....how about we shove a rose in it?
It's not too clear where they were going with the disclaimer '
Gala has a soft and silent strength...' Did they get it confused with a Mafia hit-man? Oh no, wait a minute, they can't have, as this particular paper towel comes by [those qualities]
honestly. Honestly? So, don't worry, it didn't jump a guy in the back alley for that soft and silent strength. Phew, that's a relief. Don't want a dishonest paper towel in my house, not like that
Bounty stuff.
They clearly couldn't come up with a decent tag-line either. '
Gala - a really wonderful new towel' isn't exactly laying on the praise with a trowel. Makes you wonder what the tag-lines were that they didn't go with:
Gala - the reasonably adequate new towel
Gala - it's an alright new towel
Gala - the unremarkable new towel
Also, I might paint my kitchen
so-right yellow. I think it'll be a winner.