The result: Copy that reads, “This is an ad for men. Makeup brand L’Oreal Paris worked with ad agency McCann on a print campaign focused on workplace gender equality. “Many in England were incensed by the referee’s decision, so Specsavers put out this brilliant ad-tying themselves into it perfectly.” 9. L’Oreal Paris
“The controversial game was the talk of the country, with goal-line technology becoming the central focus of the dialogue,” Swinn said. Just days after England’s World Cup loss to Germany in 2010-in part because of a controversial call-optical retailer Specsavers took out print ads in UK newspapers to advertise its glasses with the copy, “Goal line technology … from £25.” “KFC’s copywriters absolutely hit the ball out of the park and salvaged the brand’s reputation in one go with a witty, edgy, and very audience-appropriate response that generated a huge amount of goodwill and positive publicity,” she added.
While acknowledging it was something of a gamble, Polly Kay, senior digital marketing manager at window treatment retailer English Blinds, said it was effective because in part the brand took responsibility, apologized and laughed at itself. In a video about the campaign, David Miami called this the “first-ever reverse product placement” and said the print and out-of-home effort resulted in 2.6 billion media impressions and $55 million in earned media. While it was rejected on the show, agency David Miami convinced Heinz to run with the copy-along with images of ketchup-less fries, burgers and steak, of course-in 2017. The tagline “Pass the Heinz” was the work of fictional ad man Don Draper on AMC’s Mad Men. “The words are effective-and it does a great job at positioning Avis as having better service, quality and attention to detail,” he said. Swinn also pointed to car rental company Avis’ “We Try Harder” messaging in print, which came from a copywriter at ad agency DDB in 1962 to address the challenge of how a brand positions itself as the best when it is not the market leader. “It really speaks for itself-and positioned Rolls-Royce as the pinnacle of the automotive world.” 3. “Beyond the excellent headline, the body copy is long, but packed with detail and emotion, giving not just the specs of the car, but the process that makes it and a sense of prestige and tradition,” Swinn added. With presumably no pun intended, Joe Swinn, digital marketing lead at managed services provider Yell IT, called it a “timeless classic” as it “ Rolls-Royce apart from every other car.” On its website, Morton notes that “many branding enthusiasts and authorities” call this duo “one of the greatest branding triumphs of all time.” In 1911, Morton Salt began adding an anti-caking agent to prevent clumping, making it what the brand calls the “first free-flowing salt.” Three years later, the slogan, “When It Rains It Pours,” was born alongside the Morton Salt Girl. We’re starting off this list with timeless copywriting examples-brand copy that remains relevant and, let’s face it, impressive years after the campaigns may have ended.
Looking for some inspiration to create your own crazy-impressive copy? Here are 21 of the best copywriting examples from emails, packaging, billboards, PPC, and more. And it’s effective because it moves metrics like sales or impressions. It’s copy that demonstrates the copywriter knows their target audience. But great copywriting is also memorable, often because it plays on current events, gets controversial, or attempts something that has never been done before. Like this six-word story, good copywriting tends to be concise. See how much you can do with just a single sentence?
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