In the world of advertising, there are many different ways to grab someone’s attention. Some ads are funny, some are shocking, and some are downright moving. But sometimes, the most effective ads are the simplest ones. They don’t have to be flashy or over-the-top; they just have to be well-written.
If you’re looking for some examples of great writing in advertising, you don’t have to look any further than the D&AD Masterclass. This annual awards ceremony celebrates the best and brightest advertising talent in the world, and the winners always deliver some truly amazing work.
This year, the Masterclass was won by three different campaigns: “Dear Sophie” by Google, “The Boy and the Piano” by John Lewis, and “The Power of Words” by Sainsbury’s. Each of these campaigns tells a unique and powerful story, and they all use words to great effect.
“Dear Sophie” is a heartwarming Google ad that tells the story of a father writing letters to his daughter over the course of her life. The ad is full of beautiful, poetic language that will make you feel all the feels.
“The Boy and the Piano” is a John Lewis ad that tells the story of a young boy who grows up to be a famous musician. The ad is full of charming British humor and is sure to put a smile on your face.
“The Power of Words” is a Sainsbury’s ad that tells the story of a young girl who is struggling to find her voice. The ad is full of inspiring messages about the power of words, and it will leave you feeling motivated and inspired.
All of these ads are excellent examples of writing for advertising. They use words to create a powerful emotional connection with the viewer, and they all manage to tell a unique and memorable story. If you’re looking for some inspiration, these ads are a great place to start.
