Not everyone can be a Sad Man. It takes a special kind of ability, as demonstrated here in my first ever ad. You need a combination of clumsily-worded headline, overwritten copy, tired clichés and implausible claims. It’s the latter that I’m most proud of in this example, where the premise of the ad is that “almost any commercial vehicle owner” will say that WASS, a relatively small provincial dealership, is the best in the country. This is followed by the claim that the very same commercial vehicle owner will happily give you a department by department rundown of the WASS organisation. Er, no he/she won’t.