Wednesday, April 23, 2008

Copywriter: Winston Churchill

Once a memorable turn of phrase becomes part of the cultural ambience, it's only a matter of time before it gets appropriated for a headline.  (How many times have there been variations of "Give me your tired, your poor..."?)  This 2005 British ad borrows (with incorrect phrasing) from Churchill's famous 1940 speech to the House Of Commons during the Battle of France in World War II (as I'm sure any of the Rhodes Scholars pictured above could tell you):
"We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our Island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender..."
Sixty five years later, Slim-Fast draws another line drawn in the sand.

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