Sunday, July 10, 2005

Who's The Greatest Indonesian Copywriter?

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Probably this is the most famous script for every of us here in Indonesia. Each year, we'll always hear this so-called script, gotcha, it's Indonesia's independence day script. Aired on radio, TV, written on many newspaper ad, being spoken everywhere during independence day.
Here is the original version of the script:

P R O K L A M A S I

Kami bangsa Indonesia dengan ini menjatakan kemerdekaan Indonesia.
Hal-hal jang mengenai pemindahan kekoeasaan d.l.l., diselenggarakan dengan tjara seksama dan dalam tempo jang sesingkat-singkatnja.

Djakarta, hari 17 boelan 8 tahoen 1945

Atas nama bangsa Indonesia.

Soekarno/ Hatta.

Now imagine, at the period the script is being made. Indonesian advertising probably hasn't established well yet. But, interestingly, the structure of the copy has no weaknesses. It's strongly spoken, for the brand (newly born Republik Indonesia) thru many channels available. Not too long, it's launched all over the world. Imagine the copy behind, hmm imagine the creatives behind. Guess who's the one who write it? Probably they're the best copywriters in Indonesia ever.
Soekarno and Hatta created it well, Sayuti Melik rewrote it. If there were one giant agency realized how great their potential is, perhaps they're gonna hire them, paid them well, and perhaps they will win all great advertising award ever, perhaps, last but not least it's just a thought :)

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