Recently, a creative director gave me the assignment to find my top ten favorite advertisements and then create one ad that would stand up next to them. This assignment was easier said than done. I decided to search the internet for my favorite print ads because I wouldn’t be able to produce a commercial or an ad that would require any big media production. Last, I tried my best not to select all ads with that had sexual innuendos. I wanted to choose ads that showed what product the brand was selling, and had a good headline.
Here are the 11 ads. Can you spot which ad is my ad?
This is a very effective form of before and after advertising. This brand is inviting you to try this amazing thing called glasses because it will change your life in an intellectual way. This is what I call an invitation ad.
As a perspective copywriter, I have learned that a lot of writing goes into an ad without using any words. The headline is clearly stated, and the consumer will be able to understand this ad very easily.
Despite being a French ad, we can still understand it very well. You can tell what the headline is without even speaking a word of French. Good ads should transcend across all languages.
Great headline. Very simple. Powerful truth.
This ad sells spicing up your marriage. Ford Thunderbird isn’t selling a convertible, it is selling the adoption of an idea (attitude, lifestyle, philosophy, etc…).
Catchy, memorable, and it makes you think.
A comedic headline that conveys ABC’s message, and it clearly shows what they are selling.
Volkswagen has been making effective ads for 50 plus years. The simple headline doesn’t take away from the idea. This is a well-balanced ad, which is a hard thing to master as a copywriter.
“The lens is so wide that it captures what you want to capture.” But, it doesn’t need to say it at all. This is a cheap laugh for the consumer, which is another fundamental to master as a copywriter. You can also say that it is a 1 + 2 = Aha! advertisement. This is a term that I made up.
This ad draws from popular interest. From what I have learned, borrowed interest is lazy advertising. But, referencing The Beatles fits very well with what DeBeers is selling. Therefore, it works. It makes you laugh, and it is memorable due to the question it asks, and the answer is not a “yes or no” for the audience. A good question ad sometimes doesn’t ask a question. Even if the ad outright asks the question, the consumer shouldn’t be able to answer it with “yes or no”. The question should make you think a little bit harder.
The emotional content of this ad hits on all cylinders. I believe mastering the notion of emotional content in advertising is a lifelong conquest as a copywriter.
Can you tell which one is the ad that I made? Does it stand with the other 10? This is all very subjective but, I think it does. But, I’m still learning this craft called copywriting. So, let me know what you think.
“The Zos Knows”
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