Issue 09

A housekeeping note — I will be using Are.na as a tool to archive the copywriting examples shared in this newsletter. Think of it as a free community garden to find inspiration.

That is all.

Happy scrolling.

HEADLINE — COCA-COLA

I’ll let the agency, DAVID (named after Ogilvy himself…(clever)), explain the beauty of this simple, wildly engaging ad:

“We leveraged every recognizable asset from Coca-Cola to connect with anyone who’s had a Coke before. Whether it was the fizzing of the Coke or the opening of a can, we used these instantly identifiable rituals to bring back memories attached to the 126-year-old brand.

The call to action of the campaign is a challenge to the viewer, asking them to “try not to hear this.” Inevitably, they will always hear the image they’re looking at because of a phenomenon that happens in our brains called synesthesia.

This campaign relies heavily on a message sent directly into people’s subconscious. Coca-Cola’s iconic-ness is so top of mind, that viewers can’t help but fill in the silence with the expected sound that they’re seeing in the image of the print ad.”

SENTENCE — LION MATCHES

Too often, advertisements promise everything under the sun.

Instead, deliver on one major promise.

Lion Matches are versatile.
Nike shoes help you run faster.
Energizer Batteries last longer.

Just make sure the promise is clear to your reader.

PARAGRAPH — JUSTIN’S

Creamy copy out in the wild. Nothing better.

“IF YOU WANT TO BE INTERESTING, BE INTERESTED.”