Table of Contents
- What is Creative Advertising?
- 13 Examples of Creative Copywriting in Advertising
- Key Takeaways
Advertising has come a long way since its inception to become a part of the leading industries in the world. Today, advertisers play the pioneer in introducing and selling products to their target audience in the most creative ways possible. And one of the major reasons why some ad campaigns sky-rocket is due to their witty copywriters. If the adage ‘words have power’ has to physically manifest, then it is how a copywriter plays with words to ensure that the latest flavor of a beverage brand becomes a hit during the summers. Creative copywriting in advertising plays a major role in grabbing the attention of audiences on various platforms. Be it a play of words or imaging, compelling ads have always made people stop and think. In this article, we will explain what creative advertising is and list the 13 best copywriting examples in creative advertising.
What is Creative Advertising?
Some ad copies have not just given us a good laugh, but have gotten stuck in our brains for their wit, timing, and product placement. These ads not only sell the product but become the yardstick of creative advertising raising the bar for competitors. Talking about creative advertising, Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer says, “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer-lasting works with fewer media spending, and builds a fan community faster.”
13 Creative Copywriting Examples Ever
1. Hyposwiss Private Bank
This has to be the most honest ad copy ever.
The funny ad for Ricola shows how easily the delivery of a message can be altered by just a cough. The brand had also made statements like “You look good,” “We’re having a baby,” all interrupted by coughs that changed the meaning, which should have otherwise sounded positive.
Another example of saying the truth to drive sales, quite literally.
4. The Economist
In 2005, Katie Price (AKA Jordan) used to be featured in the media often after her appearance on ‘I’m a Celebrity… Get Me Out Of Here on ITV. The Economist took this opportunity to state that its subscribers think differently from the masses. They made quite some ads that showcased how their readers are intelligent and aware of all socio-political issues.
5. Colorado Crisis Services
A brilliant example of how to make people stop (Read: stops) and read! If you thought of it to be a spelling error, then Colorado Crisis Services got you!
KFC wins the game with this ad copy! Who thought jumbling words can change the game altogether?
Speaking for equal rights in the aptest manner while grabbing eyeballs in the room.
8. Saatchi & Saatchi
This was an eye-opener for many in Georgia where people would adopt pets and not treat them well. With people abandoning dogs, as the street dog population increased, there were quite some cases of dog bite accidents. This print ad by Saatchi & Saatchi, Georgia for the Association of Communication Agencies in Georgia was to tell owners to take matters seriously and think before adopting a pet.
The Frontline floor sticker with ‘Get them off your dog’ promotes the need to protect your dogs. It is designed to be viewed from a high floor so people walking on the floor would look like fleas bugging the pet. How big would have been the poster of the dog, just imagine!
Just with the play of words in a sentence, Bayer not only not made everyone laugh, but also marketed their product quite wisely.
11. Cancer Patients Aid Association
While ‘Smoking Causes Cancer’ is the warning generally used on signboards, Cancer Patients Aids Association changed it a bit, to be sarcastic and deliver a message to the general public. It aims at telling that cancer will end in death and one won’t have to smoke anymore, hence being the cure.
Another brilliant way of conveying the message in just two lines.
Promoting speakers, JBL came up with this creative line, again, conveying the message through just a sentence.
Copywriting is not just about putting out information, but putting it out in an interesting way that will make the user relate to it. And over the years, brands worldwide have leveraged it, to introduce a product into the market, drive sales, and connect with their customers, and much more. Copywriters are the driving force behind these stellar campaigns that blow away our minds. Often it may be just a sentence, sometimes a phrase or a word, that changes our viewpoint about that brand.
Capturing the attention of people to a particular thing requires critical thinking and the ability to tickle the funny bone. And creative copywriters have been quite successful in doing so, over the years. These copies prove how a simple sentence can be turned around to sell a product.
To write a copy that stands out by grabbing the attention of the audience. The copy could be laced with a dash of humor, sarcastic, or at times simply stating some unbelievable facts. A creative copy will surely make a person stop and take a look at it twice.
Their role is to write engaging copies that catch the interest of the target audience. Creative copywriters research, understand the interest of their audience, and churn out copies that will make people think about the product.
A creative concept in advertising is when an idea captures the audience’s interest and inspires them to take action. It becomes the unifying theme that can be used across all campaigns, calls to action, communication channels, and audiences.
1. Display Advertising
2. Video Advertising
3. Mobile Advertising
4. Native Advertising