Advertisements are everywhere, always vying for your attention. But the ones that grab you for a little longer are the simple ones with dense meaning in the form of puns, cultural lingo, and witty copywriting. They cause a little chuckle or engage the mind and in the end help you remember the brand, if not give in to the ad.
Creative Advertisements
- Fresh Direct – “Our food is fresh. Our customers are spoiled.”
Who they are: An online grocer that delivers fresh foods and household items in the New York vicinity.
- Dentyne – “power down. log off. unplug. have mercy on your thumbs. browse the world wide something else. send some not-so-instant-messages. undo. hit cancel. be together. make face time.”
Who they are: A brand of chewing gum that launched the “make face time” advertising campaign. It began with a cultural insight about how technology provides barriers to people being together. Dentyne’s Web site does not want to contradict its message so it gives visitors a warning that the site will close in three minutes as it counts down. How this all relates to gum is that gum makes a person's breath smell better, which leads to closer contact and longer conversations, as explained by the executive creative director at McCann Erickson.
- NYC Department of Homeless Services – “Give the homeless the kind of change they can really use…Working together, we can give the homeless quarters of a different kind.”
Who they are: An independent mayoral agency in New York aiming to overcome homelessness in New York City by providing safe shelter, outreach services, and helping individuals and families transition into permanent housing. The ad urges passers-by to call 311 when they see a homeless person so an outreach team can come and help. The caller also gets a follow-up call regarding the outcome of the situation, if desired.
- Panhandlers – “Please support Pres. Obama’s Stimulus Plan. Begin right here…at the bottom. Thank you”
Who they are: People on the streets asking for money by holding up signs. Writer Gay Talese uses his word savvy-ness to come up with a new sign for panhandlers on the streets by utilizing the words “Obama” and “stimulus plan.”
- IBM – "I think, therefore IBM."
Who they are: An international computer technology and consulting corporation that sells computer software and hardware and offers a variety of services. This favorite tagline has been included in the advertising slogans Hall of Fame and was created by the prominent ad agency Ogilvy & Mather.
- Porsche – “What a dog feels like when the leash breaks.”
Who they are: A car manufacturer for the mid-engined roadster. The ad shows a Porsche Boxster being driven through a field of sunflowers to bring out realistic associations of fun and adventure.
All of these advertisements have a noteworthy appeal that make people notice and use their imaginations. And it's done without complex language or lengthy sentences--only a good idea. It reveals the power of words and what creative copywriting can produce.
 |
