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If there is an afterlife and any cosmic justice, the first words Arthur Schiff heard when he died were:"But Wait! There's More!"
Schiff, the copywriter behind those immortal words and the name Ginsu knives, died on August 24 of lung cancer at his home in Coral Springs, FL. He was 66.
During his career, Schiff reportedly wrote an astounding 1,800 DRTV short-form commercials pitching everything from the amazing Steakhouse Onion Machine to Tripledge Windshield Wipers....
Yes, I do laugh at some of the kitschy, corny lines. But this copy really sold and it's worth a lot more than amused chuckle -- it's worth a very close study, because it works. Schiff was most definitely a master.
For those of you who aren't old as dirt, and never experienced the magic that is the Ginsu Knife Commercial
Ahem ... "old as dirt" are we? I bought a set of Ginsu knives for our cottage in 1979. I guess I was on the "cutting edge" ... so to speak.
They were crap by the way. I threw the lot of them in the garbage but my oh so thrify hubby dragged them all back out and used them in his workshop and in the garden for years. Schiff's ads worked on me!
[edited by: Liane at 4:58 pm (utc) on Sep. 9, 2006]
I read a comment in Direct magazine a while back that most of the top copywriters also write poetry -- because they just love words.
[edited by: tedster at 6:12 am (utc) on Sep. 18, 2006]
Winston tastes good like a cigarette should.
Hungryyy, Hungry Jack! They gobble 'em up and the plates come back, for Hungry Jack!
Cuckoo for Cocoa Puffs.
Oh, we're the men of Texaco
We work from Maine to Mexico
Something to be said for rhyme, alliteration, meter, etc.