This lead generation ad supposedly ran in the Times of London seeking recruits for Ernest Shackleton’s heroic Antarctic expedition.
“Men wanted for hazardous journey. Small wages. Bitter cold. Long months of complete darkness. Constant danger. Safe return doubtful. Honour and recognition in case of success.”
This “damning admission” classified ad supposedly brought in 5,000 applications virtually overnight.
Oh, how copywriters wish it were so.
But to my knowledge, no one has been able to locate this widely attributed ad in any archive of The Times.
I still love the idea of the ad and you’re free to test out this advertising strategy in quest of your own glory.
And now it’s Hollywood’s turn for a swipe.
See if you recognize any Shackleton influence in the soon to be released gem of a film, “Safety Not Guaranteed.“