To read or not to read, that is the question.
With so much going on in the world, annoying advertisements are the last things you want to see. You hear them on your Spotify free trial, before that quick Youtube video you want to watch, even just stalking people on social media. With so much clutter it's hard to break through the noise and still retain people’s attention, such as with brand recognition. That is why brands like Coca-Cola, Under Armour, and Microsoft are taking a new creative approach to advertising- poetry.
Poetry is easy on the mind and naturally has an emotional flow that people gravitate to. Seeing a poem instead of a forceful selling ad can bring someone’s attention to a brand and allow them to “build a personal connection to a brand,” according to the AdWeek article.
Like consumers, agencies also want to build something beyond selling. For example, Coca-Cola’s original poem, which was featured in a Super Bowl commercial this year, was done by poet and copywriter Becca Wadlinger who says she wants to see more art in advertising. The commercial was done in an artistic and thoughtful way. From the different voices reading the poem to the visuals, the advertisement gave the audience a new twist to the emotional appeal and actually stuck out from the rest of the commercials with long overthought scripts.
Similar to Coca-Cola, Under Armour used poetry in their commercial in the “Unlike Any” campaign. The commercial feels poetic and grabs your attention. The words of the poem make it sound like a song and this helps it sell the emotion behind the campaign they want to create.
These brands have noticed the cleverness and safe bet of commercials that have people tired and managed to add art back into advertising.
Do you think poems are the new route to success for brand campaigns? Let us know in the comments.