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And then there’s the Peter Kay adverts from the early noughties too. And the Leith Agency’s Irn-Bru adverts are great. "Everyone has a book in them…" Or so the saying goes. What do you assume/know/consider is the secret to good writing? I think the secret is apply. The more you do it, the better you get at it. If you happen to have been just beginning out, what recommendation would you give yourself? Would’ve been better if original box and paper bag had been included.