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At 60 Miles an Hour
Rolls-Royce · 1958
- Agency
- Ogilvy
- Campaign
- At 60 Miles an Hour
Analysis
A Rolls-Royce outside a village shop sits beside a precise claim about cabin noise. Detailed copy gives the luxury claim technical support.
“At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock”
Specific proofSensory detailLong copy
Why it worked
The clock gives the reader a familiar measure of quietness. The numbered features support the claim with concrete engineering details.
Lesson
Replace a broad quality claim with a detail that customers can picture.
Image source
© Rolls-Royce. Shown for study and commentary.
Not affiliated with or endorsed by Rolls-Royce.