Kevin Carlow's Personal Blog

Tag: Copywriting

Which Brand Won Super Bowl LVI?

While the internet and advertising pundits are all aflutter about Coinbase’s bold QR code “Pong”-style ad, and some might have enjoyed an ad with one of their favorite celebs or a dancing animal, I have a different take, and it can be summed up in one word.

Relatability. Do I relate to your ad? To its story, its characters, its concept. If I don’t relate to your ad, I’m either not your audience, or your ad whiffed.  

The best Super Bowl ads focused on one key message, a singular, highly relatable notion to stick in the audience’s mind. And the stickiest ideas are ones that are already there, already part of our everyday lives; we just don’t realize it until someone shows it to us in a story, a piece of art, a song, or, in this case, a commercial.

These are my Top 3 Super Bowl Ads with relatable, sticky concepts.

Pringles – “Stuck In” – Who hasn’t gotten their hand stuck reaching for the last Pringle in their iconic can? https://youtu.be/aP2up9N6H-g

Planters Mixed Nuts – “Feed The Debate” – For any nut-eaters and pub-goers out there, this age-old debate hit home. Not to mention the brilliance of sparking the debate to continue on social media after the game. And the closing line of clever copy, “Who knew American would tear itself apart over a relatively minor difference of opinion?” was a laugh-out-loud moment.  https://youtu.be/S72SIM-vMCs

McDonald’s – “Can I Get Uhhhhhh” – If you claim you haven’t stared at a quick-serve menu for longer than is reasonable, you’re kidding yourself. We’ve all been there!  https://youtu.be/hv5CzJdx6NE

Apparently I have an affinity for food brands! 

The Secret to Writing Compelling Copy

There is one all-powerful fundamental writing principle that is the only guide you need in creating compelling copy for readers to devour. 

What is that writing principle? 

It’s being employed right here in this article, and you don’t even know it yet. 

Now your mind is racing. “What am I not seeing?” 

It’s right there in front of you. 

Is the secret to keep the reader in suspense? No. 

Is the secret to use short sentences? No. 

Is the secret to use straightforward language so as to not confuse the reader? No. 

The secret to writing compelling copy is:

In one line, entice the reader to read another line. 

In the next line, again entice the reader to read another. 

And so on, until you’ve willfully ushered them through your piece, whether it’s a blog post, an article, an essay, a novel, or an advertisement. 

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