Effing Brilliant Copywriting

After a bit of an absurd hiatus from blogging (our lives got a little hectic there for a minute...), I've returned to give massive props to the writers of the recent Calvin Klein underwear ads featuring Zoe Saldana. It's not persuasive, it doesn't discuss the benefits of the product...its effortless. Although I can about guarantee it was entirely scripted, it seems like they put Miss Saldana on a bed, told her to writhe around and utter nonsense in that breathy voice of hers. Brilliant. Particularly in an age when consumers are so desperate for any sense of honesty or authenticity from their brands, this writing just works. By being so natural and effortless, I want to be her. And wear Calvin Klein underwear. Advertising mission accomplished.

Take a look. I will be shocked if you disagree.