The top ten copywriters of 2022 are here, every sentence is brilliant

Unconsciously, 2021 has passed, and we have ushered in the unknown year of 2022. In the past year, copywriting has contributed a unique role to the communication of many brands. The following article collects the top ten copywritings of 2022, let's take a look!

At the end of each year, we can't help but do various inventory reviews. The purpose of reviewing is to better review the past and design the future. In the advertising cases and copywriting sharing in 2022, Ouyang also witnessed the copywriting of major brands shine. There is always a sentence in these copywritings that touches your heart. I personally selected the ten sentences that touched me the most and selected the TOP10 advertising copywriting of the year, in no particular order.

1. Xiaodu micro-film "Lao Du"

We will all grow old, but love will always be young.

——Xiaodu micro-film "Lao Du"

Xiaodu's micro-film "Lao Du" must have made many people cry. It is a story that spans life and death. Birth, aging, sickness and death are inevitable, but because of love, we are forever young.

Death is not the end of life, being forgotten is. As long as you are remembered, love is always there.

Xiaodu focuses on companionship, transforming itself into an emotional symbol, making the functional attributes of companionship more emotionally valuable.

2. Meituan Best Selection

I really save money because I really love it.

——Meituan Youxuan "Really Really Save Money"

Full text:

Why do you feel sorry for the watermelon if you don’t eat the green skin?

Why do elders always put plastic bags next to the refrigerator and chase people around the house to turn off the lights?

In an era of abundance, people still save money. It is an inseparable tradition of thriftiness and is also a daily joy for the Chinese people.

You will find that the half-price yellow croaker looks younger when picked up, and even the most respected people have licked the yogurt lid.

If a colleague is good at putting together an order, he will talk more throughout the day.

The days are like the surface of water under the sun, sparkling with these little joys of 30 cents, 30% off, and 2.8 yuan.

I really save money because I really love it.

I love the buy-two-get-one-free sweetness at the foot of Tianshan Mountain, the freshness of the 50-cent seafood at the bottom of Nan'ao Sea, and I also love the half carrot from Shandong Peninsula and the bowl of rice by the Mudan River.

The land with white dew and bright moon is our small dining table of 9.6 million square kilometers.

Watching the smoke rising from the cooking fires in my hometown as usual, the wind blowing through the orchards at the foot of the Tianshan Mountains, and the newly shelled crabs quietly sneaking into Taihu Lake.

How lucky I am to have experienced rivers, lakes, seas, mountains, land, wind, sun, moonlight, insect sounds... thousands of flavors, all of which I have counted carefully.

Give them another discount, watch them disappear into the lights of thousands of homes, and turn into tiny good moods, and you will feel that everything is worth it.

Frugality is a reverence for the natural resources and the hard work of others, frugality is a reluctance to part with daily life, frugality is a little sincerity hidden deep in the heart, and frugality is the most lasting care and cherishment.

For the earth and for our daily lives.

Meituan Youxuan’s advertisement with a new slogan turns the advertising copy into a poetic prose poem, which is told with a simple humanistic perspective and meticulous insight into life.

Meituan Youxuan fully demonstrates the Chinese people's innate habit of saving, and reaches new heights for the earth and the daily life. This copy, which is integrated into the fireworks of the city, illuminates the little cherishments and little beauties in our ordinary life.

3. PROYA

Flowers bloom for everyone to see.

Romance knows no gender.

——PROYA International Women's Day outdoor poster

This year, PROYA has written a lot of good copywriting. This sentence was chosen because it extends PROYA’s theme of “Gender is not the boundary, prejudice is” and elaborates on it.

Romance knows no gender, and like many things that are taken for granted, gender prejudices need to be broken.

4. Little Red Book

Don't rush, just sit there and wait for time.

——Xiaohongshu "Camping is playing house for adults"

People should stay in a place where there is no ceiling. It is not the adults who give children a childhood, but the children who accompany the adults to review their childhood.

The further away from noise, the closer to white noise.

The unplugged parent-child time will be remembered for a lifetime.

After being in a relationship for a long time, you need some small splashes.

The food is too good even without ratings. Look up, no need to turn on the star lights.

In front of nature, you are always a minor.

One sentence summarizes the relaxed and free feeling of camping, the soothing freedom that comes to you. Every line of text is written softly but can hit your heart.

5. JD Kitchen Short Film "Searching for Old Taste, Changing to New Kitchen"

When we talk about our hometown, the tears we shed are far less than the saliva we swallow.

——JD Kitchen short film "Searching for old taste, changing to new kitchen"

Full film copy:

When we talk about our hometown, the tears we shed are far less than the saliva we swallow.

The taste of home is hard to resist. Although it is bitter sometimes, it will still settle into a long-lasting concern in the ordinary years.

Love, at just the right temperature, without any embellishment, is worth savoring over and over again.

Until that day, I said goodbye with the old taste of home. I couldn’t take my hometown with me, so I took the kitchen with me.

This old taste has been fermented again in the kitchen of the new home through the magic of time.

It is like a kite string, seemingly ethereal, but firmly connecting us to our hometown, and extending from the kitchen of our new home to every corner of life.

When talking about hometown, many people think of homesickness. Homesickness means not only missing the plants and trees in hometown, but also the food in hometown. The tears shed are far less than the saliva swallowed, which shows that the taste of hometown is what people miss the most. When people are away from home, their hearts are far away, and their tongues and stomachs always miss the unique taste of hometown.

JD Kitchen Appliances wants to use an event to evoke users’ memories of taste and their yearning for the kitchen, thereby generating brand favorability.

6. OPPO

Our lives, with the lines, are all movies.

——OPPO

We always say, "Life is not a movie, there is no chance to 'start over.'" But life is like a movie, as long as you dare to start, you will have the 'aura of the protagonist.' We take pictures to record the scenes of life, and we express our classic lines to declare ourselves.

OPPO teamed up with the Wu Tiao Ren band to shoot a "movie" around its Find X5 series, using the Hasselblad XPAN mode of the Find X5 series and the 65:24 ultra-wide frame to make the photos look cinematic, turning the life fragments you captured into a movie of your own with classic lines.

The OPPO Find X5 three-frame movie contest not only demonstrates OPPO's photography capabilities, but also triggers user sharing and interaction, enhancing brand stickiness. People have uploaded their first movies. Through the lens of OPPO Hasselblad, we see the wonderful life of all kinds.

7. Durex Valentine's Day Poster

Love is the only thing you are uncertain about, and love is also the only thing you can be sure of.

——Durex Valentine's Day poster

This sentence emphasizes that love is responsibility, and love means taking good protection. When Durex, an old driver, began to take the heart, this sentence seemed particularly affectionate, cueing the product while demonstrating the brand's sense of responsibility.

8. WeChat Pay 99 Charity Day Book Donation Campaign

Every time a book is worn out, a dream is renewed.

——WeChat Pay 99 Charity Day Book Donation Event

There have been many public welfare activities of donating books. How to make book donations innovative and attract more people's attention is a difficult problem. When "books" and "children" are linked together, people will naturally think of hope and the future.

Here is a very subtle insight: if a book is often read, it will become old and rotten. The WeChat Pay book donation activity has reached its third year, with a total of 680,000 books donated. The books donated before have been read by children and even rotten. The damage of these books represents how much the children love these books.

"Reading the books till they are worn out" not only reflects the extent to which children love books, but also represents that they really read these books. The copywriting is refined and hits the heart directly, not just a rhyming slogan, but also truly understands the relationship between the two.

9. RT-Mart’s “Fireworks Literature”

Unripe bananas are like fruits, they will turn yellow if left alone.

——RT-Mart "Fireworks Literature"

During the epidemic, RT-Mart Supermarket successfully stood out with its down-to-earth supermarket copywriting, which also became a hot topic and sparked heated discussions among the public. The anthropomorphic vegetable copywriting acted as a substitute for people on the Internet, which resonated with the audience.

10. Tmall Double 11 brand film "Go into Life"

Love the beauty of life and love in life.

——Tmall Double 11 brand film "Go into Life"

This year's Tmall Double 11 continued the brand proposition put forward during the 618 event - "Life should be loved this way." "Go into life" is not so much an appeal as it is a "proposition" thrown by Tmall to people, to which they can fill in the answers themselves.

The love of life is not just a brand's opinion, but needs to be interpreted by users themselves. If you experience it carefully in life, you will feel the loveliness of life.

Behind the wonderful copywriting is the capture of life and the insight into human nature. The reason why these brand copywritings are touching is that they have insight into the social sentiments of the audience at special moments.

Good copywriting is like a mirror of life, acting as our " Internet mouthpiece" and speaking our inner voices. When the haze of the epidemic obscures the beacon of hope, copywriting is like a beam of dazzling light, bringing the power to warm people's hearts.

The top ten copywritings of the year are shared here. There are many more excellent copywritings that illuminate our lives. What good copywritings have impressed you the most? Feel free to share them.

Author: Ouyang Rui

Source: WeChat official account