My 23 favorite quotes of 2023

The countdown to 2023 has begun. Looking back on the past year, excellent copywriting continues to emerge. Let me appreciate 23 good copywritings in 2023!

In a few days, a year's hard work will be wasted. Whenever I think of this, I can't help but feel secretly happy: Fortunately, I didn't work hard.

However, in the past year, there are still many hard-working copywriters who have contributed many excellent works. Let us take a look at the " 23 good copywriting sentences in 2023" .

The ranking is in no particular order.

01

A good sleep will never make you miss the beauty of the world

—— Mousse Bedding "Rain Sleep"

From the irrational summer rainfall to the world pressing the pause button, so we can have a good night's sleep, we can also deduce the Chinese wisdom of rest:

There is endless work to do, people who can’t come, and doors that you can’t leave. It is better to leave them outside along with the wind and rain and have a good sleep first.

When you have to stop and are "forced" to have a good sleep, you will find that you haven't actually missed anything, "a good sleep will never make you miss out on the beautiful things in the world."

02

I want the world to be revived and there will be no road left untraveled

——Jiaoxia "The Waking of Insects"

Jiaoxia used to be in the "Laotian" business, starting with a small black umbrella, then moving on to the "Bingbo" sun-protective clothing, becoming a leading brand in outdoor sun protection.

Now Jiaoxia wants to do the business of "Land God". A heart-stirring song "Qingzhe Order" and the line "I want heaven and earth to shake up again, and there will be no road left untraveled" have raised the idea of ​​"lightweight outdoor" high and gently put it into people's hearts.

03

Hello to all 3285 railway stations across the country, I am Station B

——bilibili "The 3286th Station"

In order to enable young people to return home smoothly, Bilibili, the "happy hometown" of young people, specially "greeted" 3,285 railway passenger stations across the country.

Judging from the special time point in which the film is set, what it wants to express is not just as simple as "going home", but the feeling of "after three years, I can finally go home."

The brand has insight into the emotional surge and behavioral impulse behind this, so it has made a request to the stations where young people return home, hoping that they can take care of and be considerate of the young people on their way home.

From here on, Bilibili is not just a video website that brings you fun, but a social entity that can use its influence to help you return home.

The New Year is coming soon. The world outside is wonderful, but the real joy is to go home for the New Year!

04

We wear sun protection clothes not because we are afraid of the sun but to embrace the sun

——Jiaoxia "All the Suns"

As the saying goes, when you talk about sun protection clothing, you can’t just talk about sun protection clothing. You have to talk about the people walking side by side in the sun, the bright spring light in people’s eyes, and the heat and excitement that can’t be hidden in the spring light…

Once I saw this sentence, I may never be able to look at sun-protective clothing in any other way again.

People wear sun-protective clothing not simply to block out the sun. If that were the case, they would just stay indoors. People wear sun-protective clothing so they can go outdoors more safely, embrace the sun more freely, walk different paths, and meet different people.

05

From college students to college friends

——Little Red Book "University Orientation Party"

Xiaohongshu also has a group chat function, and Xiaohongshu is also going to take a piece of the social networking pie.

Xiaohongshu’s target of this move is college students.

As a major user of Xiaohongshu, they are not like office workers who have long suffered from PTSD in group chats. In addition, college freshmen have various questions: how to get to the dormitory? How to complete credits? How to choose a tutor? They need answers from seniors and teachers, and they all share their experiences on Xiaohongshu, which can just answer the freshmen's questions.

The strategy is precise and hits the nail on the head, which is already impressive, but I didn’t expect the copywriting to be even more exciting:

"From chatting with college students to becoming college friends"

This concept is great. It has "college students", "group chat", and "from new to familiar". It not only perfectly fits the strategic direction, but also uses a clever pun of "college students vs. college familiarity", fully expressing the value of Xiaohongshu's group chat with a pun.

06

Yes, coffee is not destined to be bitter. Coffee is bitter, but you can add milk. Work is hard, but you can't get a raise.

——But Lab "Bitter Sweetheart"

Someone said that when he was preparing for the postgraduate entrance examination, the most bitter thing he experienced was that cup of coffee. I am so amused. I wonder what he thought after he started working. After all, no matter how bitter coffee is, how can it be as bitter as work?

But Lab has launched a coffee called "Bitter Sweetheart", which is mainly aimed at working women. It adds a prefix "bitter" to these girls who are usually called cute, sweetheart, and dear, hoping to dilute the bitterness in the heart with the bitterness in the mouth.

A sweet girl paired with a miserable copy, one bitter and one sweet, with a myriad of flavors, dedicated to every miserable sweetheart in life.

07

Escape velocity is related to the mass of the planet. Resignation velocity is related to the quality of the company.

——Sohu Video "Zhang Chaoyang's Physics Class"

The new book "Zhang Chaoyang's Physics Class" from Sohu Video is on sale, which connects difficult physics knowledge with ordinary people's common sense, making people feel that physics is indeed the study of everything.

08

Gujia Home Furnishing is fortunate to be a small fulcrum in your life

——Gujia Home Furnishing "Fulcrum"

The feeling of home is visualized by a "fulcrum". There is no grand narrative of warmth and love, but only the purest and simple support. A lean, a support, a hug, a sleep, and we discover the heart angle of the emotional connection between home furnishing brands and users - to be a small fulcrum in your life.

09

Thanks to the VGN mechanical keyboard, my boss finally heard my workload

——JD 3C Thanksgiving

The Thanksgiving poster from JD 3C does not use simple and direct brand leverage, but instead combines it with JD 3C products to tell how the products perfectly solve the problem, making people say thank you after using them.

The copy did not talk about the selling points, but instead expanded a new product scenario. It turns out that in addition to the excellent feel and pleasant and crisp typing sound, the mechanical keyboard can also imply one's workload, as if it were typed out in Morse code, which was translated into the boss's ears as: Boss, listen, I really am not slacking off.

10

I kissed my dad twice at the wedding. The first time, I didn’t mean to make him cry. The second time, I meant to make him laugh.

——Xiaomi 13Ultra "Xiaomi Father's Day"

From "Father's Day" to "Father's Love Day", the monotonous "deep love" of Father's Day in the past has suddenly become interesting.

Adhering to the imaging concept of "going beyond the human eye and sensing the human heart", Xiaomi 13 Ultra proposed "Father's Day" on Father's Day this year, encouraging Chinese children to express their love to their fathers. Specifically, it means kissing their fathers. It is embarrassing, but the warmth is also real warmth. Father's love is like a mountain. If you kiss him, the mountain will be full of flowers.

The commercial was directed by Zhang Dapeng, and all the actors are real fathers and children. In ordinary life scenes, the fathers who are "suddenly" kissed on the face by their children are either stunned, or giggle, or moved, or embarrassed. The first half makes you laugh while watching, and the second half can instantly bring tears to your eyes. There is no textual interpretation, but it profoundly expresses the humanistic image concept of "going beyond the human eye and perceiving the human heart."

11

After seeing the real mountain, the mountain in my heart disappears

——Taobao "Outdoor Life Festival"

Taobao wrote countless copywriting for this year's Double 11, and this sentence left the deepest impression on me.

The "mountain in the heart" concretizes the psychological pressure, like "a big mountain". However, after seeing the truly magnificent mountains and rivers in the wild, the mountain in the heart will naturally pale in comparison. After seeing a bigger world, any major matter except life and death will become a trivial matter.

12

Light eyeshadow: The fairy's tulle is the color of this eyeshadow

—— Zhang Xiaohui Studio

Zhang Xiaohui’s “celebrity-style live streaming sales” went viral, making people exclaim: This is how live streaming sales on Xiaohongshu should be.

When explaining the products in the live broadcast, Gigi Lai incorporated her rich life experiences. She talked about perfume, "Once, my boyfriend said to me, 'Oh, my rose' when we hugged for the second time after I applied that perfume," and talked about shoes, "When they were dating or eloping, everyone would feel bad for her feet."

She also explained what spiritual abundance is with her attitude:

Regarding fashion, "price is only part of it. You don't have to buy expensive or cheap things. The first step to fashion is to know what you want and what you don't want, rather than just pursuing brands."

Regarding aesthetics, "My aesthetics is my personal wealth. You have to build your own wealth before you own it. It's not just a simple card swiping action."

13

Everyone who loves to learn is a master of up

——B Station "I am studying on University Road"

Bilibili has created an art installation on Yangpu University Road in Shanghai, transforming the flower beds on both sides of the street into open "books". One of the texts is very interesting: "Everyone who loves learning is an up master." Up master is the nickname of Bilibili's creators. Up also means "positive", and Bilibili is a recognized "learning website"... a clever text with puns on top of puns.

14

Happiness can be hahahaha or da da da

——Lenovo x Xining Zoo "More Possibilities of the Zoo"

Xining Zoo is known as "the poorest zoo in China". On the one hand, the conditions are difficult, and on the other hand, it is because Xining has spared no effort in protecting wild animals.

What the animals in the zoo need is not only to live, but to live a life that is more in line with their nature.

For example, the group of wild ponies in the poster are born to run, so the animal cages are all designed to imitate the wild environment, allowing the animals to run freely and happily. Isn’t the “da da da” of their joyful hooves the “hahahaha” of humans when they are happy?

15

Running needs nothing

- Adidas

Translation (GPT4 version): Running needs no words. It was born from freedom. It does not need a goal, a basket, or a finish line. Running is done all year round and at any time. It does not care who gets there first, whether you break a record or take a series of breaks. Running only requires you to show up and give it your all. Running only requires you. Adidas has given a new interpretation to its brand attitude Impossible Is Nothing - Running Needs Nothing But You. It hopes that through this event, it will encourage everyone to enjoy the running experience. Even if you have nothing, as long as you take a step, the whole world will make way for you. The same is true for the road of life. After all, the most important thing about getting out is that you have to get out first.

16

Life is like the sea, why bother about the ups and downs

Olivia-Lintao's comments on the song "Life is a Sea"

——NetEase Cloud Music x China Resources "Music Review Highway"

It is an ordinary truth of life, but if it is written on a transparent billboard, you can see the turbulent waves and the ups and downs of the sea behind it through the billboard. With the blessing of the right time, place and scene, the experience is very shocking.

Then below are the good copywriting selected by Teacher Cheng for 2023.

On the Copywriting Planet, there are always translated foreign 4A creative products, and the copywriters on the planet need to practice their writing skills and write Chinese works with the same expression.

17

to work we need a law that work

Literal translation: If we want to work, we need the law to do something

※Portuguese law requires companies to employ 1% disabled employees, but there are no complete barrier-free facilities

This is a creative product from abroad. The government has given work targets for the disabled, but the various public and private supporting facilities often fail to keep up.

The picture uses countless complicated and stacked stairs with unclear entrances as a metaphor.

You can't see us and we can't see hope ——OE from Shanghai

A sentence that is both profound and mysterious. It is not that I did not see it at all, but that I saw the world around me.

18-20

The sky lost its mirror - the ruins of Lake Tayas, she left, shedding her last tear., fish once swam over my head

A tourist destination abroad is now deserted because of overspending and excessive emissions.

The public welfare creator hopes to keep this as a record, so he put up an outdoor sign and asked the copywriters to fill in the blanks.

The sky has lost its mirror - Lake Tayas ruins

——Ye Mo from Jiangsu

She left, shedding her last tear.

——Aoliwang from Shaanxi

There were fish swimming over my head.

——1152 from Hong Kong

Taken individually, each golden sentence is a bit ordinary.

However, when combined with the picture and situation, the copy will explode in your mind.

twenty one

out of the box outdoor

Some small countries claim that their wireless signals are extremely strong and limitless.

Literal translation: The signal is so strong that it goes beyond the border

The ad space has a limited border, but the creator insisted on increasing the size and using the border to strengthen the image. Planet No. 1152 from Hong Kong wrote: "It's a bargain for the neighboring country." It really highlights the interest point. Because the copy is different from the picture, the picture can be broken. If the copy is also out of the ordinary and boundless, it will be difficult for the audience to imagine. The country is not big, but the signal has crossed the border.

twenty two

even when it isn't heinz it has to beheinz

Heinz ketchup is a global hit, and people only recognize the bottle. It seems that everything in that bottle tastes the same. Countless competitors have tried their best to keep their bottle on the table. Finally, unscrupulous practices emerged.

Literal translation: Even if it is not Heinz, it must be Heinz

Since they couldn't discredit Heinz, they discredited the kitchen. Heinz was so annoyed that it used a whistleblower ad to reflect on the situation. So, how should the Chinese copy be matched? Zendy from Hubei wrote on the planet: "If you can't squeeze Heinz out, squeeze in." The two words "squeeze" fully capture the essence of the behavior and connotation.

twenty three

When the guardians takes a day OFF,Lane Keeping Assistance is always ON

Some cars, in some countries, cleverly use the power of faith to come up with creative auxiliary safety systems for their own car brands.

Literal translation: When the guardian angel takes a day off, lane keeping assist is always on.

The gods are all on a wild holiday, as if they have no time to care about anything else. If God doesn't bless us, how can this be? The road conditions and car accidents will cause the world to fall apart. So, the advertising appeal is to say that even if the gods are partying, this car will not be a problem. Mo from Guangdong wrote on the planet: "God is not here, but God's help is always here." It's really a god's help.

Author: Kuang Thirteen

Source: WeChat public account "Copywriting Free Shipping" (ID: kol100)