Sometimes I think the best ad ideas spring naturally from the most exciting products. That those effortless headlines speak to us so clearly, and sell to us so easily, because the product was a winner from the beginning.
Take those coolly confident iPhone ads. With a revolutionary product like that, why wouldn’t you just say “This changes everything”?
How about the Nintendo Wii? Its “Wii would like to play” campaign won the 2008 Effie Awards’ top prize. 100 million sales later, it seems well deserved. But let’s face it, the product sold itself – as much through word of mouth as advertising.
The copywriters hired to write about the best products write the best ads. They can write simple, fun copy and let the product do most of the talking. No imagination required. Their job is easy! Continue reading