WHY COCA-COLA, UNDER ARMOUR AND MORE HAVE TAPPED POETS TO WRITE COPY FOR THEIR ADS.
On Super Bowl Sunday, Coca- Cola debuted a new spot in the fourth quarter featuring an inclusive message in the form of an original poem for the brand by poet and Wieden + Kennedy copywriter Becca Wadlinger. Earlier this month, Microsoft rolled out a 60-second ad featuring Academy Award winner Common reciting a poem about the power and possibility of artificial intelligence. In August, A+E Networks unveiled a new brand campaign using an interactive film about storytelling and America with a poem by National Poetry Slam champion IN-Q. Those are just a few of the brands that have employed a burgeoning creative trend: using poetry to make a campaign stand out and give people a more personal connection to a brand.
”We are now seeing poetry used in commercial storytelling because viewers are wise to conventional advertising and are bombarded by it, so they have developed ways to filter it out,” said David Blackburn, an editor at postproduction house PS260. “Poetry is more entertaining than most ad copy , and viewers are inclined to respond to a lifestyle or feeling rather than a hard sell. They are also more open to subscribe to that brand when responding to the emotional and human connection brought about by a poem. ”
Denne historien er fra February 26, 2018-utgaven av ADWEEK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra February 26, 2018-utgaven av ADWEEK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.