Bombarded with ads in a growing number of media, we consumers have gotten very good at filtering the copywriting messages we want to see—and disregarding the ones we don’t.
So advertisers are one-upping their game. Look around, and you’ll see interactive placements combining form with function, even creating dialogue between dueling brands.
Let’s take a lighthearted look back at a few of our favorites.
“Direct Response” Advertising
Say you’re cruising down Wilshire with your convertible top down. It’d be hard not to do a double take for this pair of ads. BMW’s cunning—and extra-large—billboard placement beside rival Audi’s creates a playful competition with cutting dialogue. As copywriters, we take our hats off: it was done in just one word.
Bloody ‘Bill’board
This interactive billboard for the movie Kill Bill: Volume 2 dramatically encapsulates the energy of Tarantino’s uber-violent films. Ick. We didn’t see it in person, but we imagine that it might have caused some rubbernecking when it first went up.
Crave-worthy Cookies
Thoughtful placement turns this print ad from Otis Spunkmeyer into a delightful reader journey. The full page spread captures eyeballs, while the right-hand column gives a handy recipe—and a glimpse at how the consumer could use the product. We’re not sure what Digital Darwinism has to do with it, but man those cookies are giving us mean chocolate cravings!
Supersized Safety
Here, McDonalds strengthens its position as a brand that cares…about getting people safely to lunch. Creating a box of fries out of a crosswalk, the clever ad placement bolsters the brand’s campaign for safe roads.
Powerful Ad Placement
Vitaminwater takes creativity one step further with a smart ad strategy. Not only does the ad put the product in front of potential buyers, it draws them in by offering a functional piece of hardware—a way to charge their phone mid-street. Finally, they nicely tie in the whole concept with the ad’s clever copy.
As these ads show, thoughtful positioning can add value and consumer awareness to a brand. Whether it’s a subtle placement or outrageously creative ad, a little inventiveness results in some truly memorable copy campaigns.
Need a team of creative copywriters to help you turn heads with your marketing messages? Contact us today.
