8 very interesting copywriting

In this article, the author will share with you 8 creative copywriting cases that he has seen recently. It is recommended for those who are interested in copywriting planning and brand marketing! From the linkage between official institutions and social enterprises to commercial creativity and short film conception... it is worth reading!

8 very interesting sentences I saw recently, I won’t let you miss them~

01

Bilibili and China Railway's two-way journey

⊙ Station B: Hello, 3285 railway stations across the country, I am Station B.

⊙ China Railway: Hello, the 3286th station, Station B.

On the eve of this year's Spring Festival, Bilibili released an advertising film, greeting 3,285 passenger stations across the country during the Spring Festival travel rush. After all, they are all stations, so they don't consider themselves outsiders.

[Excerpt from the text]

Hello, Shanghai Station, Chongqing Station, Guiyang Station, Changchun Station, Kunming Station

And some that few people may have heard of

Yimianpo Station, Sanbahuo Station, Liugeji Station

Hello, 3285 railway stations across the country

I am B station

As the "happy hometown" for young people, Bilibili would like to ask these "station friends" to take care of the young people on the road, because many of them have not been home for a long time.

After the film was released, it received a strong response as expected, but what was surprising was that we also received a reply from China Railway.

On the day after completing the Spring Festival travel mission of 4.7 billion passengers, China Railway finally got around to sending a reply to Bilibili, also with a short film.

[Excerpt from the text]

We are Shanghai Station, Chongqing Station, Guiyang Station, Changchun Station, Kunming Station, Yimianpo Station, Sanbahuo Station, six chicken stations,

There are also Datuzi Station and Lichun Station, which became known only because of this Spring Festival.

We are 3285 railway stations across the country.

Hello, the 3286th site, Station B.

China Railway’s response this time has nothing to do with either Bilibili or the behind-the-scenes planning group Yushan. The national railway only formed a team from within to complete the entire production of the short film.

As far as I can remember, this was the first time that an official organization and a social enterprise interacted remotely through a short video, turning an advertisement into a symbolic social event.

02

Of course, not every call will get a response, such as KFC teasing McDonald's, Burger King, and Domino's Pizza.

If he promises: I am your king, believe him.

——On Valentine's Day, we all deserve a chance

If he tells you: "I'm the King" believe him.

——On Valentine's Day we all deserve a change.

If he promises: I like it, believe him.

——On Valentine's Day, we all deserve a chance

If he tells you: "I'm locin it" believe him.

——On Valentine's Day we all deserve a change.

If he promises: I'll be there in 30 minutes, believe him.

——On Valentine's Day, we all deserve a chance

If he tells you: "I'll be there in 30 min." believe him.

——On Valentine's Day we all deserve a change.

I remember there was a popular advertising slogan in Shenzhen: "Love promises are unreliable, it's better to have a house in the New Territories", and this slogan sold many houses. It can be seen that love promises are really unreliable.

KFC in Colombia released a set of posters on Valentine's Day, borrowing the advertising promises of three competitors and playing a humorous irony (produced by Mass Digital).

Burger King always says it is the "king", McDonald's always says "I like it", Domino's Pizza promises "delivery within 30 minutes", these are their promises to consumers. And KFC told people on Valentine's Day that although these promises are unreliable, today is Valentine's Day after all, just believe them for once, after all, we all deserve a chance on Valentine's Day.

KFC cleverly combined the promise of love with the advertising promise of its competitors, took advantage of the popularity of Valentine's Day and humorously mocked its competitors.

03

But some promises are worth keeping.

You asked me where the road would lead to, and the road leads to me waiting for you.

——Tang Tian|Phoenix Legend "Under the Sea"

Many people may be unfamiliar with the name Tang Tian, ​​but no matter what age group you are in, you must be familiar with the lyrics she wrote:

To primary school students:

I love you walking alone in the dark alley, I love you not kneeling. Should I go? Am I worthy? This ragged cape. Should I fight? Yes! With the humblest dream.

——Eason Chan, "The Lone Brave Man"

To the post-90s generation:

Sing whenever you want, sing loudly, and don’t be afraid of wind and rain.
——Super Boy "Sing Loudly"

To those born in the 1980s:

The pictures of memories, the words of records, love is always the long thread in your hand, carrying my thoughts, flying across the horizon, your warm smile is still the same as before.

——Bibi Zhou, "Notes"

To those born in the 50s, 60s, and 70s:

My child, I wonder if I have done well enough? I am a first-time mother, even though time has turned my hair white.

——2023 CCTV Spring Festival Gala "Mom and Daughter"

More than ten years ago, Tang Tian was diagnosed with cancer. At that time, her "last wish" was to write a song for her idol Eason Chan.

Ten years later, a song called "The Lone Brave Man" became popular on the Internet, and the name of this story is also called "Ten Years".

04

What can’t grow in cement can grow in water and mud.

——China Minsheng Bank

A very clever line of copy, coming from the “Shoulder to Shoulder” poster of China Minsheng Bank.

On the left is the word "Nong", and I don't know what word is on the right, but it should be the word "Jian" in some ancient calligraphy style (Qin Shihuang unified the characters). It looks like the mirror image of the word "Nong", which conveys the concept of "shoulder to shoulder", which corresponds to the Minsheng Bank's proposition "China Minsheng Bank, always shoulder to shoulder with you".

Breaking down "cement" into "water" and "mud", the same words form a before-and-after comparison: "What cement cannot grow, water and mud can." Another layer of meaning can also be read: although reinforced concrete represents modern civilization, only in the most primitive water and mud can the food that nurtures civilization grow. The copywriting is creative and meaningful.

05

Wine tastes good because it tastes bad.

——Gong Randai and He Ermeng

It comes from a low-alcohol rice wine brand "Gongrandai & Heermeng" for young people. The one for men is called Gongrandai, and the one for women is called Heermeng.

It’s hard to imagine that the company behind this is called “Shanxi Laogaojia Wine Industry”, which really shows the determination of traditional wine companies to transform towards younger customers.

This quote should be from the movie "The City of Pain", in which Takeshi Kaneshiro said: "What's so good about wine?" Tony Leung Chiu Wai replied: "Wine tastes good because it tastes bad."

This sentence can be understood in many ways:

First, the wine itself is hard to drink, strong and intoxicating, but it is this feeling that makes people unable to stop.

Another reason can be understood as there are too many mixtures in the wine, including love, hate, sorrow and tears, so it is difficult to drink.

Of course, it can also be understood that good wine is hard to drink, and the harder it is to drink, the better it tastes...

06

Have you seen the puppet show of the puppet show?

I've eaten Dorayaki at Dorayaki

The mountain is not on the mountain

On the water not on the water

And I am on the way to the road

——Ariel Lin | Make space for your heart

From the commercial film "Make Space for Your Heart" starring Ariel Lin for Ford's new car FOCUS WAGON.

The selling point of station wagons is their large space, but this advertisement does not simply talk about space. Instead, it extends the character “间” (jian) in “Space Design Studio” where Ariel Lin works by two strokes to become “閒” (the traditional Chinese character “间” is also the same as “闲”), so “space” becomes “idle”.

Then she forgot about the schedule (work tasks) assigned by her boss and started a trip to Taiwan.

The copy cleverly uses interesting place names in Taiwan: Budai, Tongluo, Shanshang District, Shuishang Township, On the Road, etc., to string together a fun journey and successfully arouse people's desire to travel.

The large space of the car can hold more than just items, but also a heart eager to set off.

Finally, am I the only one who is curious whether Ariel Lin submitted the new schedule by the deadline on Monday?

07

Dad's love is hidden in the search box

Mom's love is in my favorites

——2023 Xiaohongshu WILL Business Conference

Xiaohongshu WILL Business Conference is considered as Xiaohongshu's investment promotion conference, and its purpose is to attract official brands to promote products on Xiaohongshu.

This year's slogan is "Come to Xiaohongshu to plant grass", and Xiaohongshu has also joined hands with some brands that have achieved good results in "planting grass" on Xiaohongshu to launch a joint poster.

The above sentence is from Babycare. It is very insightful. Combining the characteristics of the maternal and infant brand Babycare, the copywriting describes the love of parents for their children, which is often reflected in their search and collection of good baby products.

08

Let someone else's son

Help you with your retirement

Total price starts from 180,000 yuan to invest in a high-end apartment near the school gate

Earn student living expenses

Chengdu's first after-school complex for students

——Dongyuan⊙After school

From Chengdu Shixiao Organization. In fact, it is selling shops in front of schools. To put it bluntly, it is making money from students. These students are other people's children. So, if you buy a shop to support yourself in your old age, does it mean... that you are asking other people's sons to support you in your old age? No problem. This sentence is really too cruel.

Author: kuang13

Source: Free shipping for copywriting (ID: kol100).