8 very interesting copywriting

This article selects eight thought-provoking brand copywriting cases, exploring how creative copywriting can transform social concepts and solve the problem of combining advertising creativity with the delivery of social values. It is recommended for advertising creatives and marketing professionals.

1. French women's football team

The winner of this year's Cannes Advertising Sports Entertainment + Film and Television Grand Prix was a promotional video for the French women's football team.

In today's women's football matches, both the player skills and tactical play are getting closer and closer to men's football, and the viewing experience is no worse than that of men's football. However, many people still have the stereotype that women's football matches are not good to watch. For example, in last year's Women's World Cup, no one bought the broadcasting rights of the French women's football team, which is a world of difference from the French men's football team.

In order to change this prejudice, France Communications launched an advertisement, selecting highlights of the French women's football team. 20 people spent four months replacing the faces of male football stars, such as Mbappe and Griezmann, frame by frame in the video. The highlights received a very good response after they were released. Then the reversal came. The brand released a complete video with the face-changing process. People found that these "Griezmann" and "Mbappe" were actually women's football players. Their dribbling, passing and shooting were no worse than those of male football stars. While allowing people to feel the excitement of women's football, it also makes people reflect on previous prejudices.

The advertisement quickly went viral online, with over 200 million views, over 20 million likes, and was reported by media in 91 countries and regions.

The exercise is to express the theme of the advertisement in a more Chinese way:

※Copywriting: IF YOU LOVE FOOTBALL, YOU LOVE WOMENS FOOTBALL.

※Literal translation: If you like football, you will like women's football. Later, when I was writing, I felt that this topic was difficult to write. The copywriting is good at concepts, and there is not much room for creativity in word choice and sentence structure.

Exercise selection:

Enough to love regardless of gender - @Guluwa

It’s about football, not about gender——@👍🍭🦉🍒🐒🤨

Football is good, but women's football is even better. ——@山林舍

This sentence proposes a creative text about "women" and "good", which can be modified to "If you like football, don't miss this (women's) game." However, these are more of the sentence structure and wording changes within the original copywriting framework. At the end, Teacher Cheng said a sentence that instantly opened up my mind: "In a world that only looks at legs, why look at faces!"

@Cheng's comment: When we rewrite this kind of copywriting, we are often constrained by its translation. When the translation becomes Chinese, it may not necessarily be the original. Our literal translation may fail 70% of the time, and their original flavor may have other meanings. Therefore, if our rewrite still follows the same path, we will be even more powerless to fight back against those old men!

The reason why this matter can still be seen by Cannes is that it has an experimental significance! Because everyone knows that it is just a drop in the bucket, and we will not go even if we write about it today! However, this is a good thing, and it has huge commercial implications! So, if you really want to write, you have to be more aggressive, and don’t be so tame and insinuate! Now that women’s football is really serious now, and it is not inferior to Mnaman, the copywriter has to add points to the picture. When the picture has been used by so many people for several months, it may not make you feel that you have changed, the copywriter has to give a wake-up call! You can watch it or not! You can buy it or not! It may have a bit of a counter-effect!

2. Uber Earth

Uber's "World Earth Day" poster promotes its own "Uber Earth" service, which means that Uber will charge passengers an additional fee for each kilometer they travel to compensate for the carbon emission footprint of the car. Simply put, it charges passengers a little more money for environmental protection. The purpose of promoting this service is to get more passengers to voluntarily accept this service.

Many people would definitely be disgusted by overcharging, but if this picture is put up, people will understand that sustainable rides are not only for you and me, but also for these lovely creatures in nature. It arouses people's good thoughts and makes people realize that they are also part of nature. Protecting the natural environment is protecting ourselves, thus reducing some of their rejection of overpaying. The exercise is to match the picture with text so that the two complement each other.

Exercise selection:

Giving nature a ride - @Zoe; very imaginative. Paying more for the bus fare means giving nature a ride while riding. This sentence clearly expresses the significance of the event, the brand's attitude, and the information of the picture.

Thanks to humans, this feels very Uber - @葫芦娃; the animals expressed their gratitude for paying the extra fee through their mouths. Isn't this the kind of empathy that advertisements hope to achieve?

3. "W+K has another masterpiece in India"

Nike's exclusive advertising agency w+k created two sets of installation advertisements for India's VIDA electric vehicles, with very eye-catching creativity.

In order to reflect the cleanliness and environmental protection of VIDA electric vehicles, w+k seamlessly integrates electric vehicles with running shoes, expressing that riding an electric vehicle is as environmentally friendly as running.

※Copywriting: RIDING CAN BE AS CLEAN AS RUNNING——WITH VIDA V1 ELECTRIC SCOOTER

※Literal translation: Riding a bike can be as clean as running - VIDA V1 electric scooter

The exercise topic is to write a sentence based on this creative concept:

Every step is a natural cycling trace - @Dodo The term "cycling trace" is wonderful. It not only leaves traces of driving, but also is a miracle in slowing down global warming.

Cheating the Earth - @Zendy From an angle that most people wouldn't think of, wheels wearing running shoes can naturally "cheat" the Earth and slow down global warming. He also wrote a sentence "Low-carbon life, ride, walk", which is still very relevant to creativity.

4. Musk's Starlink

Musk's Starlink has teamed up with Telstra to launch home satellite Internet services for rural Australia. The advertisement invited famous photographer Nadav Kander and Odd Studio, which designed the characters for "Alien", to create a set of outdoor advertisements.

Nadav Kander is best at using photography to reflect the inner state of local residents. His series of works "Yangtze River" deeply reflects the development of Chinese society and has won the World Environmental Award. The ambition of this advertising idea is to create a work that is rooted in the local customs of Australian countryside and can reflect the space culture of Starlink, so we see aliens wearing Australian rural clothes to interpret "From space to your place".

The exercise topic is to write copy based on this creative concept:

Practice: You can surf the Internet wherever there are stars, the universe hyperlink, directly to your fingertips - @Zoe

The end of the universe is at your place——@木木

5. 25%

Havas Peru created a series of public service announcements for Amnesty International to promote the number 25%.

※Copywriting: WHEN A TEAM LOSES GENDER BASED VIOLENCE INCREASES BY 25%.

※Literal translation: When a team loses, gender-based violence increases by 25%.

Statistics show that when the Peruvian football team loses, gender-based violence (mainly physical and mental violence against women by men) in the region will increase by 25%. The creative idea of ​​the advertisement is very unique, choosing a very common scene in football matches - players falling to the ground in pain after the team lost. The creativity adds a woman covering her face and crying to this familiar picture for fans, reflecting that after losing the game, many men will vent their disappointment and anger on women, and also puts the pain of male fans losing the game and the pain of women caused by gender-based violence together, giving people a very strong visual impact.

The exercise topic is to match a sentence based on this idea:

After losing, it’s not just the players who are hit hard - @安 used the word “hit” to combine the men and women in the picture. After losing, the men are mentally hit hard, while the women will suffer physical hits due to gender-based violence.

When you lose, you can hold your head and spread your hands, don't use violence - @文抄公The ball you lost shouldn't have been kicked at her - @TQM谭

6. Ford's Anti-Drunk Driving Advertisement

In May, Ford Ecuador released a series of innovative anti-drunk driving public service advertisements.

※Copywriting: Drinking is fun, when you are not driving.

※Literal translation: Drinking is fun... when you're not drivingDrunk-driving ads are common, and everyone knows that drunk driving is dangerous, but there are still more than 21,000 drunk-driving accidents in Ecuador every year.

In response to this problem, Ecuador's BBA came up with an interesting idea for Ford. They found that drunk people were often painted on their faces as a prank, and then drove home after drinking and got into a car accident, with real bruises on their faces. The advertising company invited artists to create face paintings for those who had scars on their faces due to drunk driving, and covered the scars with hand-painted paintings. However, a closer look revealed that these paintings were full of bloody elements, with blood at the corners of the mouth, facial cuts, broken noses... This artistic way of telling people that drinking is fun, but only when you are not driving.

The highlight of the creativity is that it first admits that drinking is fun. The drunk face in the advertisement also visualizes the joy of drinking. First of all, it lets everyone know that I understand your joy of drinking, but this joy is limited, which is that you cannot drive, otherwise this is not real joy, but a carnival of death.

The exercise topic is based on this idea and the picture with text:

Only living clowns are funny - @👾Don't make jokes about drunk driving

Don't let drunk driving give you the final quick makeup - @干什麼那

How fun it is to make a fool of yourself after drinking, and how ugly it is to die after driving under the influence——@潘思璇

7. Heinz’s New Copywriting

Heinz Ketchup launched three outdoor advertisements on "No Food Waste Day" in the Netherlands, telling the story of Heinz Ketchup's contribution to eliminating food waste in the 155 years since its birth. Three pictures from different eras were generated using AI to show people's love for the product over the past 155 years, thereby preventing food from ending up in the trash unnecessarily.

A child in the 1920s eats Brussels sprouts that would otherwise have gone to waste, thanks to Heinz ketchup.

A woman enjoying leftovers in the 1970s

A student in 2024 scrapes the leftovers from the pot before washing the dishes, with a spoonful of Heinz ketchup on it.

※Copywriting: HELPING REDUCE FOOD WASTE SINCE 1869.

※Literal translation: Helping to reduce food waste since 1869 The exercise topic expresses this creative concept in Chinese.

Exercise selection:

It is a virtue and a delicious taste. Add a little Heinz and waste less. - @文风起舞

Author: kuang13; Source public account: Free shipping (ID: 940929)