My copywriter blog

2018: A review of the best advertising

by | Advertising, Copywriting

When copywriting and creative join forces. The magic in advertising begins…

As 2018 draws to a close, I thought it would be fun to look back at this year’s most memorable advertisements.

As you’ll see, magic happens when copywriters and designers form creative partnerships.

So what makes these adverts so special?

For an advertisement to inspire audiences to act, copywriting and creative has to connect with people emotionally and be compelling and relevant.

The process starts with creating a psychological profile of the customer the brand is trying to reach to find out what it is that makes it tick.

After that, copywriters and creatives brainstorm:

  • What is it about the world that makes this product necessary?
  • Why should the audience care?
  • What’s the message?
  • How can I bring that message to life?

My point is this. In successful advertising, copywriting and creative doesn’t focus on features. The aim is to find out how products/services improve lives by making the consumer feel more happier, productive or fulfilled.

So let’s dive in:

The art of the visual metaphor
The best example of copywriting and creative working together

The general public and marketers couldn’t get enough of Aldi’s super advert. Indeed when people on Twitter saw this ad, they called for Aldi’s copywriters and marketing team to receive a pay rise. Do you get the joke?

Aldi | Woa-ah, we’re halfway there. Woa-ah, living on a pear!

Best ad 2018 | Aldi, Living on a pear

A sprinkling of humour to convey luxury, quality and craftsmanship
The best advertisement for a premium brand

It’s the promise of quality and comfort that sell a luxury car brand. How did Jaguar distinguish itself from its competition? It cleverly zeroed in on the ultimate in pampering and put canine comfort at the forefront of a car journey.

Jaguar Pet Products | Pampered pooch

You spoke. Brands listened.
The best advertisement for sustainability

When Blue Planet aired, plastic pollution became a topic firmly in the public eye. As more and more people raised concerns, brands listened.

Sea Shepherd, Germany| You eat what they eat

A finger-licking good apology
The best ad for PR crisis management

When disaster struck KFC, and it ran out of… chicken, what to do? How to respond to frustrated customers? How to offer a sincere apology. KFC’s marketing team chose wit. And at the same time managed to convey its message, on-brand.

KFC | FCK We’re Sorry

Best Ads 2018 | KFC apologises

The best festive ads of 2018

Brands telling stories of family, sharing and love over the festive season has become a bit of a tradition.

Here are my favourite 2018 Christmas ads.

Heathrow | The Bears Return

Aldi | Kevin the Carrot and the Fairytale Xmas

Elton John Lewis

To sum up

Prints ads or video ads. To resonate with your audience, make sure your message transcends product features and shows how your product or service improves lives.

To communicate messages simply and with personal meaning, take a leaf out of copywriters’ books:

  • Tell stories
  • Keep copy and scripts clear and concise
  • Always end with a strong call to action

And finally

Have a Very Merry Christmas and a Prosperous New Year!

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.


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