McCann shows prospective copywriters how it's done.
Verified by recognisable companies greatly improving trust.
Adding value to the viewer at every opportunity in a personable way.
Perfect flow that takes patients on a journey.
Simple, slick and relatable.
Crafted. Confident. Content. Distinguishing themselves from the noise of other agencies.
Great example of not taking FAQs too seriously whilst also being useful
Appealing to the target audience.
Not-so-subtle illustrations depicting the outcome of childhood habits
The power of relating to a football legend.
Down to earth and connects with the audience.
DDB Mozambique took a humorous route with this print ad for Lirandzo condoms.
Three parts to a good story
“A beginning that grabs the listener. A middle that escalates the tension. An ending that brings it home with a bang.” — Dave Trott
1. Grab attention
2. Escalate
3. Bring it home
When an accident from a marketing intern creates the perfect pre-sale ad.
Great compliant statement pulled from trial data. "Proven" builds trust.
Sell the photo not the pixels
powerful images stay in the mind for longer.
Simple yet effective colours and a smart illustration trick make this ad pop from the page.
Beautiful copywriting.
Fast Food.
Great analogy perfectly portrays the message:
Obesity is the cause of many adverse effects.
Usually, if someone wants to wee on your advert, it's not a good sign. IKEA actively encouraged it in this cot ad, doubling as a pregnancy test.
Three copy lessons:
1. Be specific - “3”, “14”, “2”
2. Be succinct - “Egg Whites”
3. Have an enemy - “No B.S.”
Keep it simple. Call out the reader's worries. No spam, ever. No commitment. Best value.
Honesty and saying things as they are builds a large amount of trust.
IKEA being copy experts again. Being honest and showing bonds brings brands closer to customers.
Comparing statistics to drive importance
IKEA's ad mocks Apple's "cheese grater" Mac Pro design using humour and riding popular topics of discussion.
Panadol’s leaflet excels in all areas. Concise, compliant, clear, and written in bullet points.
Perfectly designed symposia leave-piece with all essential information and paper provided for notes. Value. Value. Value.
Don't tell. Show.
Play with the recognition of well-known items. Land Rover cleverly communicates its all-terrain characteristics.
Reverse all of your customer's concerns by giving them the answers.
Drawing on the shared experience between parent and child that every parent can relate to
Display all the important information perfectly for a specialised audience's needs.
Cards Against Humanity, sticking with their guns and not taking their customers seriously
This striking visual effectively illustrates the problem the product solves
Visually displaying physical symptoms
Appealing to a specific type of customer.
Tongue-in-cheek wit.
Simple action-based copy. Action to a positive outcome + display of powerful emotion = great copy.
The image sells the outcome.
Highlighting the need to act quickly with irreversible effects of severe RA.
Highlighting five hidden flags inside Norway's, the destinations and prices are listed inside the rectangles in a pleasingly clean sans-serif typeface.
Exaggerate the problem. Offer the solution.
Fun. Concise. Subtle hints as to what will be included in the newsletter.
Nobody reads ads, people read or see what interests them. – Howard Gossage
Sell the result.
Created by Sam Hennig. Simple, relevant (COVID) and completely on-brand for KitKat.
What's included? Show first tell after.
BIC including ALL buyer persona's
highlighting keywords. SNACKs lead to DIABETES
It's in the details. Old-looking paper, timeless classic. Slick and to the point. A great example of a "humble brag".
Highly personable and makes you want to root for them.