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jack hammond

There was a challenge on a copywriting forum recently to improve on one of the best ads of all time (which, if you’re interested, was about giving away free kittens :-)), but I saw one today that I think gets close:

Man seeks drinking pal for father

They don’t publish the wording of the ad, but give enough details for me to reckon it’s a great ad!


  1. It makes an irresistible offer to it’s target audience – “I’ll pay you £7 an hour to go down the pub and drink and chat with my dad”
  2. It specifies what the person needs to be interested in – “…the ideal candidate would be a man who can talk about his father’s career in engineering, or his father’s passion for golf.”
  3. It specifies the kind of character needed – “…a gentleman who is not too bombastic and enjoys a nice pint.”
  4. It uses negative qualifiers i.e. who would be the WRONG person – “women would be out of the question as Mr Hammond senior would feel uncomfortable going to a pub with a woman he did not know.”
  5. It’s placed in the right place – a local post office – to attract someone who is local, and also (more than likely) probably of the older generation
  6. It’s viral – how many postcards in your local post office window have got the placer interviewed for BBC News (and probably a lot more media outlets)?

To me, I don’t see how it could be improved.  Think about it. 

If that ad describes you, why would you NOT apply?

And the icing on the cake?  It only cost 25p!

All good advertising comes down to three things:

  1. The message
  2. The market
  3. The medium

I think Michael Hammond (his son) got all three 100% right.

Best of luck Jack – I hope you find a wonderful drinking partner or three to keep you company!