Cheeky Pitch: Copywriting Examples to Make You Think, or Do They?
From post-war cereal to pets, we look at the tactics behind 6 effective ads.
Copywriting surrounds our daily lives in the form of adverts, TV spots and posters. With every business looking to drive their customers to action, we explore the messages often hidden behind words. Let’s explore some of our favourite copywriting examples, and why they’re that good.
Starting with L’Oreal Paris, this image highlights workplace diversity against a backdrop of stunning red. L’Oreal gambles on the idea that most men don’t wear lippy, only to flip the advert on its head by directly addressing all of them.
At first glance, you don’t see the brand or the underlying message. The bold, white text is striking — immediately drawing attention from the intended, male audience.
Once you’re on the hook though, the ad pummels you with key information regarding women in leadership roles and profitability figures. Not to mention statistics represented by a glorious looking beauty product that’s available at most good retailers.
One of our favourite copywriting examples, L’Oreal even adapted their famous motto, too.
I’m with (not so) stupid
Let’s be clear, Brooklinen’s 2017 Black Friday early access email is a marketing masterstroke. In fact, you could be forgiven for still falling for it in 2022.
Although at first glance it looks like Mark the Intern must’ve made a major blunder, every single aspect of this seemingly leaked email is strategically developed. By directly instructing customers to ‘click through the links’, Brooklinen both subtly and intelligently shepherds traffic towards their website.
Eager customers, spotting a potential bargain and the chance to get ahead of the game, clicked through to find ‘tomorrow’s big sale’ already live. Shortly afterwards, Brooklinen, a luxury home-essentials brand, confirmed the ‘leak’ and thanked customers for their loyal support.
A sight for sore eyes
Ah, summer 2010. It’s World Cup season, and football fever is in the air. Taking advantage of England’s demise at the hands of Germany, and the controversy surrounding Frank Lampard’s ‘ghost goal’, Specsavers ran a speedily-produced advertising campaign offering ‘goal-line’ technology for all.
Although the official’s in charge of Germany’s 4-1 victory may have been short-sighted, this copywriting example is anything but. Seeing the funny side of things, or perhaps even demonstrating a little disbelief at the events that unfolded, Specsavers tapped into the nation’s mood to boost their business.
Importantly, FIFA has since introduced goal-line technology.
Music to our ears
Here’s a scary fact. First-generation iPods went on sale way back in Q4 2001.
Apple’s advert for the device was simple and sleek, mirroring the design of the iPod itself. Instead of offering a price or where to buy, the content relies on a single stat to convince customers to part with their hard-earned cash – ‘1,000 songs in your pocket’.
It’s an extremely intriguing copywriting example. Before mass MP3 player adoption (yes, that was once a thing), the thought of having up to 1,000 songs in your pocket was an alien concept to most—beating the awkward, heavy shape of early-noughties CD walkmans.
As for success, well, Apple hasn’t done so badly…
A dog is for life
Now this one is more than just a little heartbreaking.
With pet abandonment rates higher in Georgia than any other European country, this poster was created to raise awareness in those considering adopting a household pal.
The advert lists key reasons why owners might choose to give up their furry friends, despite the obvious handshake and demonstration of trust between them. Not to mention those big brown eyes.
It’s all about triggering an emotional response, using evocative language and imagery to make would-be owners stop and think about whether or not they can provide a forever home to a loving companion.
Please choose carefully.
Breakfast at Tiffany’s
Thankfully, society, and content marketing with it, has moved on since this advert for vitamins was first published by Kellogg’s (yep, that Kellogg’s!) in the late 1930s. Let’s look back at one of our oldest copywriting examples.
Selling cereal infused with vitamins, ‘Pep’ continued to be found on supermarket shelves until the 1970s, and was promoted in both print and on the radio. Although the advert today may provide uncomfortable viewing for many, it’s actually a key indicator of post-war values.
In reality, the advert isn’t at all dissimilar to the methods used by L’Oreal or Brooklinen. Of course, the products are fundamentally different, but all three campaigns exert audience influence through the power of persuasion.
Not quite mind control. Or is it?
More than words
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