Industry trends. Pioneering approaches. Surprising successes. From dawn to dusk our studio thrums with chatter about words and content, and how to get the most from them. And now we’re opening the doors and inviting you to pull up a chair. Come on in and join the conversation. This is insight, Stranger style.


Word Up: Howies


Sometimes you stumble across a piece of brand copy that grabs you. Whether it’s a spine-shiverer, a rally-rouser, or simply something you admire, when brands do copy well we like to doth our cap and ask “what is it that makes it so very exceptional?” This is Word Up.

Brand: Howies

Copy format: One-page advert

Copy purpose:  To spread the word about their water-resistant cotton


“To catch a raindrop is something

The raindrop has fallen on dinosaurs 

On cavemen

On bloodied battlefields

On the birth of religions 

And the fall of mighty empires. 

And the start of revolutions 

On cities that no longer exist, 

And countries before they had people in them.

This raindrop is on a loop

That will never end

This is your time in its life.


Five writing techniques that make this ruddy good 

  1. Imagery – From cavemen to extinct cities, Howies is drawing on some pretty epic imagery to help get our imaginations in gear.
  2. Juxtaposition – Taking the miniature, humble raindrop and holding it up to dinosaurs, revolutions, and bloodied battlefields is a smart move.
  3. Repetition – The repetition of short sentences beginning with ‘On’, work together to build a poetic effect. While repeatedly using the conjunction ‘And’ as a sentence starter, (which contrary to popular belief is grammatically correct) in this context creates a colloquial and almost intentionally naive quality to the writing. Making it more accessible to the reader.
  4. Playing with time – The narrative path goes from the pre-historic, right up to the now, and forward into forever. Encapsulating all of history in a matter of nine sentences without dumbing it down is pretty good going.
  5. Drawing ‘you’ in – By calling out to ‘you’ as the reader, with ‘this is your time in its life’,  the copy asks you to be part of the narrative. Helping build the reader’s relationship to the story.

Nice one Howies.


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