8 particularly interesting sentences

This article shares some interesting advertising copy. If you are engaged in this industry or are interested in it, let’s take a look~

Case studies are usually selected from the latest works of some foreign 4A advertising companies, because only by looking at actual cases can we clearly communicate the appeal and write copy that can solve practical problems.

Among these participating copywriters, there are often surprising works. We have selected some of them for you to see today.

1. "Carbon Neutrality of Hyundai Motors"

This month, Hyundai Motor proposed to achieve carbon neutrality by 2045 and simultaneously launched a global communications campaign, starting with a series of print advertisements with innovative creative concepts and shocking visual effects.

Traction control won't save us from climate change.

——This is why we want to achieve carbon neutrality

Lane keeping assist won't save us from climate change.

Forward Collision-Avoidance Assist won’t save us from climate change.

Integrated coolant distribution won’t save us from climate change.

Electronic stability control won't save us from climate change

With this distinctive proposition, Hyundai Motor has explained the intrinsic connection between the traditional automotive industry and climate protection from a new perspective. The brand did not hold high the banner of environmental protection or shout low-carbon slogans, but started from the perspective of user safety and expressed that Hyundai Motor has developed various driving assistance systems for the safety of users. However, even so, it cannot cope with traffic accidents caused by climate change and natural disasters. Therefore, the latest car safety system launched by Hyundai Motor is to achieve "carbon neutrality", which distinguishes the brand's positioning from other car companies. That is, it is not a car company that only cares about selling cars, but a car company that cares about car safety, environmental protection, and is full of kindness to users.

※The exercise topic is to write the copy based on this creative concept.

[Exercise Selection]

We can't help you go against the will of heaven

--@install

The pun "going against the will of heaven" is quite profound, which means that it is not advisable to destroy the environment and go against the will of heaven. At the same time, "going against the will of heaven" also corresponds to driving a car. No matter how advanced the safety system is, it cannot reverse the harm caused by natural disasters. Ultimately, both point to the proposition of achieving "carbon neutrality" and making peace with the environment.

As swift as an arrow, it cannot shoot down the sun

——@王大萝卜

As solid as a rock, it cannot mend the sky

——@王大萝卜

Change is in people, and so is safety.

——@王大萝卜

The natural disasters caused by abnormal climate remind us of the ancient Chinese myths about natural disasters, such as "Nuwa Mending the Sky" and "Houyi Shooting the Sun". The creativity is very localized. No matter how fast the car is or how strong the car body is, it is useless in the face of climate disasters.

The characteristic of this member is her excellent hand-drawing ability. Every time she will draw a few masterpieces based on the copy. We can consider publishing a separate collection for her later.

Car is less than Carbon, but we are more than me.

——@L

The English words Car and Carbon, we and me are very interesting. Facing the already serious carbon emission pollution, although the safety configuration of a car is often useless in the face of natural disasters caused by carbon emissions, as long as we are committed to achieving "carbon neutrality", the power of a group of people we will always be stronger than that of one person me.

2. Kim Jong-un in Leather

I saw a very interesting environmental protection public service advertisement

※ Copywriting:

PEOPLE WHO WEAR LEATHER ARE MORE DANGEROUS THAN YOU THINK.

※translate:

People who wear leather are more dangerous than you think.

First of all, I don't quite agree with this kind of behavior of making fun of a country's leader, but putting that aside, the advertising idea is still very interesting. The advertiser PETE is an organization that treats animals well and advocates against the use of animal leather. Their slogan is "Animals are not our clothes"; the advertising company is Archer Troy from Mexico. The creativity is steady, accurate and ruthless. It uses the image of Kim Jong-un wearing a leather jacket to express a proposition with a double entendre: the harm of leather clothing is far greater than you think.

In the past, people’s perception of the harm of leather products was mainly about the indiscriminate killing of animals. However, the harm is not limited to this. The leather industry also destroys the ecosystem, consumes a lot of water resources, and brings many climate disasters. The advertisement mentioned that this industry has killed millions of dairy cows. In addition, converting animal skins into leather also consumes a lot of energy and dangerous chemicals, which will further damage the environment and even increase the incidence of cancer among tanners and downstream residents...

But these words have become old hat and it is difficult for people to have a clear understanding of them. So here we bring in Kim Jong-un, who has a somewhat negative image in the Western world (not representing the position of this account), and is often associated with regional conflicts, nuclear weapons, assassinations, executions, etc., making the word "DANGEROUS" more concrete, and making people more deeply aware that people who wear leather are more dangerous than you think. A reverse endorsement reflects the various dangerous consequences of wearing leather.

※The exercise topic is to write the copy based on this creative concept.

[Exercise Selection]

In order to put on this layer of skin, the world has shed more than one layer of skin.

It basically expresses the idea that wearing leather products can bring more harm than you can imagine. The sentence structure is also catchy and has a sense of golden phrases, making it easy to spread.

3. McDonald's Breakfast

McDonald's breakfast outdoor advertising in the UK, from Leo Burnett.

Borrowing the alarm clock pattern of Apple mobile phones, the round button is replaced by a McDonald's hamburger, with the text "07:30 breakfast, done properly". Using a symbol that people are familiar with, people can immediately associate it with the scene of getting up in the morning to eat breakfast. Using a tempting hamburger instead of an alarm clock also implies that with McDonald's breakfast, you can get yourself up on time without an alarm clock. The former brings you pain, while the latter brings you a treat. A simple and direct good idea, using a symbol to connect the product, scene, and user together, is very memorable.

※The exercise questions are based on the pictures and texts.

[Exercise Selection]

First one:

Good 『M』orning

——@Triton

Good 『M』orning is very clever. It has the McDonald's symbol M, and also expresses the meaning of waking up in the morning. In fact, the room for creativity in this picture is very limited. I didn't realize it when I was looking for the topic, but I found it was really difficult when I started writing it. So it is not easy to solve the problem from this angle.

Here is another work by @王大萝卜:

4. McDonald's Midnight Snack

McDonald's late night snack outdoor advertising in Indonesia, from FTW Advertising.

To promote McDonald's 24-hour operation in Jakarta, Indonesia, the advertisement used a bright light in the darkness to announce McDonald's "Once everyone else is closed, I am the only one open". At the same time, the light reflected on the McDonald's sign also made its identity clear. This clever design eliminated the need for conventional logos, making the picture particularly pure and highlighting the light in the darkness. The picture also specially selected three professions that often work overtime until late at night: doctors, patrolmen and office white-collar workers (why is there no copywriter?).

※The exercise questions are based on the pictures and texts.

[Exercise Selection]

Every night, M here (E is for lying down)

——@Xiaoyaoyu

This one is also very clever. It reads "Every night, I'm here." It looks like there are two McDonald's logo "M"s in this sentence. The lying M in the front seems to imply that it's time to go to bed and close the door, while the M in the back stands up again, indicating that we're still here.

Here is another work by @王大萝卜:

5. "Pepsi made an advertisement using Coca-Cola"

It is not new for Coca-Cola and Pepsi to mock each other in their ads, but this one is the most interesting in my opinion. In February, Pepsi Australia launched a set of outdoor ads. The protagonist of the picture is actually a bottle of Coke Cola. The angle of the bottle just reveals the "ok" in "Coke Cola", and then combined with the fried chicken, tortillas and hamburgers in the picture, it forms a set of copy.

As expected, the only Coke that doesn’t taste good is the decorative Coke.

(Fried chicken x Coca-Cola) tastes OK

It tastes better with Pepsi

Tortillas

Hamburger

TASTES BETTER WITH Pepsi MAX is a long-term advertising theme for Pepsi Zero Sugar. This copy perfectly integrates into the advertising theme while cleverly teasing its old rival.

The most deadly way is to use your things to defeat you. This advertisement cleverly uses the packaging and name of competitors. I didn’t mention you at all, but I was targeting you everywhere, stepping on my opponents to convey my own advertising appeal.

※The exercise topic is to write the copy based on this creative concept.

[Exercise Selection]

...ok, change to Pepsi

——@Huluwa

It is very simple and exquisite, and has a sense of scene, as if a guest took a sip of Coca-Cola and said that the taste is ok, but please give me a bottle of Pepsi. It should be said that the Chinese version of this concept is expressed very well.

6. Palmistry

The public welfare organization "Ser Foundation" launched a print advertisement in Nicaragua in December. At first glance, it has a very Chinese style. The picture shows an outstretched palm with many small words extending from the palm lines, which looks very much like the Chinese "palm reading", but in fact it is "fortune telling".

※ Copywriting:

Your destiny should not be this and you can change it.

※Literal translation:

Your destiny is not what it should be, and you can change it.

※ Take a closer look at the text on your palm:

Where is your food?

Who gave you food?

I should beat you.

You really deserve a beating.

You're pitiful.

You are so pitiful.

All day on your cell phone.

The phone should be responsive all day.

You are good for nothing.

You are good for nothing.

Be thankful that you are with me.

Learn to be grateful when you are with me.

How long has it been since you've had a bath.

How long have you not taken a shower?

I already told you I don't want you to wear make-up.

I already told you not to wear makeup.

These are all suffocating PUA rhetoric, behind which may be domestic violence, workplace violence, mental control, etc.

The advertisement tells you in a very vivid way that these experiences of being PUA should not be your fate, you can change it because your destiny is in your own hands.

At the same time, this also tells us from another perspective that if we do not make changes, then these harsh words and painful experiences will slowly become your destiny.

※The practice questions are to write text based on the pictures or text.

[Exercise Selection]

When it's time to break up, don't shake hands and make peace.

——@Zendy

The expression "shake hands and make peace" is very clever. It is the same palm. Whether you choose to "shake hands and make peace" with the fate of being pua or "break it" is actually up to you. Teacher Cheng's comment optimization is even more incisive: Palm lines will not kill me.

7. "Infinite Stairs Co., Ltd."

A Portuguese public service announcement, initiated by the Salvadoran Association and produced by Dentsu Advertising.

※ Copywriting:

TO WORK WE NEED A LAW THAT WORKS.

※Literal translation:

In order to work, we need to do some legal work first

※Details:

The law requires Portuguese companies to employ 1% of their workforce with disabilities, which helps, but many disabled people simply cannot enter the workplace due to a lack of accessibility, so there is still a lot to be done.

Portuguese law requires that every company must employ 1% of its employees with disabilities, which in itself is fine, but due to the lack of accessible public transportation and office facilities, even if these disabled employees can be hired, it is difficult for them to get to work smoothly.

Conventional appeals were obviously ineffective, so the charity launched a communication campaign called "Infinite Stairs Co., Ltd." in the hope of promoting the introduction of relevant laws.

The advertisement uses an almost exaggerated way to show the situation a disabled person faces when he wants to go out to work - endless stairs, as if the world and they are not in the same dimension at all.

The poster copy is also very interesting, using a pun. "WORK" means both "work" and "play a role."

※The exercise question is to write Chinese copy based on the English copy.

[Exercise Selection]

You can't see us, we can't see hope

——@OE

Starting from the perspective that we cannot see disabled people, the copy has a sense of golden sentences. Similarly, the words "we cannot see" are both contrasts and causes and effects. Sentences full of tension are more likely to touch people.

We are waiting for the law to pave the way

——@OE

The word "pave" is worth a thousand words. It makes the virtual law concrete. What is paved is not only the road, but also their lives.

8. The Disappearance of Lake Tayas

This photo was taken in Denizli, a famous tourist city in Türkiye. The barren land covered with weeds is the once beautiful Lake Tayas.

This photo vividly shows us the damage that human activities have done to nature, and reminds people not to wait until there is no environment left to protect before they think about protecting the environment.

※The exercise question is on the white sign in the picture. If you were asked to write a sentence to remind people to protect the natural environment, what would you write?

[Exercise Selection]

There were fish swimming over my head.

——@👾

This sentence is very poetic, with a sense of space and picture. If you are tired of direct preaching, then telling it yourself from the perspective of the lake will be more moving.

The sky has lost its mirror

/Tayas Lake Site

——@也莫

The perspective is also very interesting. Human beings lost a lake and the sky lost a mirror. This is really a lose-lose situation.

Author: Kuang Shisan WeChat Official Account: Free shipping