Timeless Copywriting Classics: Unveiling Enduring Brand Messages Across Decades

“Have you discovered the charm of copywriting after a week of studying it? Many pieces of copy have the power to transcend time, enduring through the ages to become classics and vital brand assets. For instance, ‘A Rolls in 60 mph silence—the loudest sound comes from the electric clock.’

This was a headline crafted by the advertising guru and Ogilvy & Mather founder, David Ogilvy, in 1958 for the new Rolls-Royce model. Sixty years later, it remains a textbook classic, celebrated as one of the greatest long-form headlines in history. Ogilvy, in his book ‘Confessions of an Advertising Man,’ stated, ‘If you haven’t attracted the attention of your audience with your headline, you have wasted 80% of your money.’ He believed this was his best headline ever, emphasizing, ‘In this headline, there are no glamorous adjectives; I simply listed facts.’

‘Think small.’—A campaign by Volkswagen for the Beetle in 1959, is one of the most famous works of advertising legend William Bernbach, recognized as one of the finest ad series of the 20th century. In the American automobile market dominated by large luxury cars, the compact Beetle had no space. Volkswagen changed the prevailing mindset with the ‘Think small’ campaign, highlighting the advantages of smaller cars and setting the Beetle apart, competing on different dimensions, thus altering the game.

‘You never actually own a Patek Philippe. You merely look after it for the next generation.’ In 1996, the luxury watch brand Patek Philippe began using the ‘Generations’ theme in its print ads, linking products with intimate family photos, emanating a strong emotional appeal. Departing from the conventional ads focusing on celebrities, this campaign has continued for over two decades, renewing yearly with new photos, stories, and watch models. The phrase ‘You never actually own a Patek Philippe…’ has remained virtually unchanged. This ad slogan transcends time, perpetually promoting its essence: heritage and timelessness.

‘What do you wear to bed?’ ‘Just a few drops of Chanel No. 5.’ Chanel No. 5, one of the world’s most famous perfumes, sells a bottle every thirty seconds globally. In 1960, iconic actress Marilyn Monroe, in an interview with Harper’s Bazaar, stated, ‘The reporters always ask me what I wear to bed. A pajama top? A nightgown? Or something else?’ My reply was, ‘Chanel No. 5, because it’s the truth… I only wear Chanel No. 5 to bed.’ Monroe’s statement deeply resonated, making Chanel No. 5 a staple for women of every era.

‘Yesterday You Said Tomorrow.’ Apart from the well-known ‘Just do it,’ Nike has another classic ad line: ‘Yesterday You Said Tomorrow,’ perfectly leading into ‘Just do it.’ This phrase resonated deeply with many procrastinators. This is the power of good copy—concise yet hitting home.

‘Think different.’ ‘Think different’ is one of Apple’s most iconic advertisements. In 1997, when Apple was on the brink of bankruptcy, Steve Jobs returned to the company and aimed to change the narrative with an ad. The following is the copy from that ad:

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push humanity forward. Maybe they have to be crazy. How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a planet and see a laboratory? We make tools for these kinds of people. While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”

This ad resonated deeply with many and conveyed Apple’s belief: true innovators in history have always thought differently, just like Apple.

These classic copywriting pieces share a common trait—they’re simple yet strike a chord. They lack flowery language, simply stating facts to create a vivid picture. Good copy can transcend time and, decades later, resonate strongly. Hopefully, through continuous learning and practice, you’ll craft such enduring copy too.