When I grow up I want to be like Kerry Hincka

I’m an advertising copywriter. I write ads. Radio ads. Posters. TV ads. Stuff on websites. Cars. Lawnmowers. Toothpaste. Tomato ketchup. It’s a very self-absorbed world most of the time. Sometimes we fool ourselves that what we do isn’t just selling stuff: it’s art.

It’s never art.

Or let me say almost never. Sometimes, some incredibly rare, uncynical times, people like me can actually transcend the grubby little sales messages behind most of what we do and reach our fingertips just a bit higher, to touch the place where the fairy dust gathers on the highest shelf. The people who put the ad below together did that. They had outstanding material to work with, granted, but they did their homework and they put together an advertisement, on behalf of one of the biggest companies in the world, that reflects something good and true, and for this one time only I do not feel like I can see the sales message behind it.

I’ve woven myself a little tale, that the better natures of everyone involved with the advert slipped free from the boardroom and the creative department in the ad agency when they were touched by the pure, driven love of Kerry Hincka, Molly’s mother.

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