Lorem ipsum is stupid. Why rely on some ancient manuscript when one is perfectly capable of writing placement copy? Pathetic.
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This placement copy exists to give clients an indication of where the text goes, how it looks like and approximate length. We may change the font to ‘fit with the tone’. Uh, when I say we- I mean my Art Director or Creative Director. I doubt any of them actually read the CI but don’t worry, they’ll get around to it. Right after the fifth revision.
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This is not lorem ipsum, this is placement copy. As in, it’s placed here to show you where the copy goes. (It goes here). To show you the font size and approximate length. Now, if this beautifully-written and potential D&AD inbook copy is somehow abruptly cut off, it’s because the Art Director felt that it was ‘too long’. Let’s talk a bit more about that. Can copy really be too long? I mean sure nobody reads copy but that doesn’t mean our most excellent words are
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This is not dummy copy. This copy went to school, paid attention in class, scored top marks in almost every subject and eventually graduated summa cum laude. It’s anything but ‘dummy copy’. Also, check the calendar. It’s 2022 and not terribly PC to use the word as an adjective. Shame on you. Ok, except when it comes to describing my Art Director Todd. You remember Todd right? He’s somewhere in the background as I present this campaign. No, not the guy dressed as a hobo and looking/ smelling like an extra on the set of Nomadland. That’s my Creative Director.
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This is not the copy that goes with the ad. This is the placeholder text. It will be replaced with persuasive and emotionally-charged copywriting once the concept is approved. My art director says he needs the two paragraphs for this ad. Yeah baby! I was born for this moment. (*Cracks knuckles). Where shall I begin? What shall I write about?
How about writing the actual copy, you ask. Wait, what? Only reason I can pontificate is that nobody actually reads this far. This is like Page 2 of Google search results. The fine print in the user agreement. Page 3 of Stephen Hawking’s A Brief History of Time. Fact: Nobody actually ever read beyond page 3- Hawking filled the rest of the pages with recipes from his childhood.
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We can fill this copy section with gibberish, or we can write something intelligent. We choose the latter. Because we’re writers. Because we live to write. Because words are life and oh wait, I’ve just received an email I received from HR… hmm, looks like I’ll need to ‘immediately cease this childish shenanigan of writing nonsensical copy’ because apparently clients read dummy copy. Oh Wow. Seriously guys, I’m flattered. Right, ok. (*Folds up invisible sleeve). Intelligent stuff. Witty banter. Ah, um, uh, oooh… boy, this is hard. Told help me!
Todd says to fill the rest of the copy portion with Lorem Ipsum text and he’ll remove accordingly. You’re a lifesaver, Todd. Did I ever tell you how much I love you? Muaks! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean egestas nulla in felis lacinia iaculis. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Integer luctus mi sagittis nunc ullamcorper pretium. Sed vestibulum est id odio malesuada eleifend.
Proin accumsan cursus magna eu lacinia. Quisque consequat sem eleifend nisi fermentum, vitae gravida justo efficitur. Etiam tincidunt, nunc eu rhoncus laoreet, lectus est suscipit lorem, placerat congue lorem lorem ac quam. Donec eget lacinia ipsum. Nam nec ante tristique, egestas nisl nec, ultrices mauris. Vivamus tincidunt rutrum venenatis. Ut euismod, arcu vel ullamcorper tempus, orci felis ultrices justo, non pellentesque enim metus ac ipsum. Donec imperdiet sagittis velit in rutrum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. In hac habitasse platea dictumst. Donec id diam luctus, iaculis nisi luctus, iaculis dolor. Aenean tempor lectus aliquam urna aliquet fermentum.
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