Client:

Albany Life Assurance

The Judge's verdict

'The headline is unforgettable. "The one on the left has claimed more victims" ran over a picture of a harmless armchair sitting beside the electric chair. Thus the perils of an empty and unplanned retirement were dramatically brought to the nation's attention. It's great because it's shocking. Far too many ad headlines in national newspapers find their timid commercial agenda dwarfed by the events of the day. We have to compete! Secondly it's new news. Far too many ads have nothing new to say in a medium that is driven by novelty. Tell me something new is always more compelling than tell me something clever. We keep forgetting that.'