Sir Ernest Shackleton’s Ad

It is one of copywriting’s legends. The advertisement used by Sir Ernest Shackleton to recruit volunteers for his expedition.
Shame it never existed – but provides another great example of ‘truthiness’.
I delivered a great creative writing session for the Chartered Institute of Public Relations yesterday, with a great bunch of hard-working talented people.
As usual, there is always something to learn and improve, so I set to work tweaking the course workbook which features the example of Sir Ernest Shackleton’s ad: