The Twittersphere is full of quick-witted gurus sounding off in 140 characters or less. In this digital age people are saying less and less, but what does that mean for brands? Social media, however far removed from face-to-face interaction, has catapulted some brands from ambiguity to a major spotlight. Although people crave instant gratification from advertising, many argue the written word is still king. During an interview with Forbes, Susan Hoffman from Wieden + Kennedy says, “People want a point of view from brands. Great writing can give a brand its voice.”
Less isn’t more – In the Forbes article “In a World Of 140 Characters, Great Writing Can Give a Brand Its Voice,” Ted Royer from Droga5 argues that great writing goes straight to the consumer’s mind and helps people reframe their way of thinking.
At Droga5 we want to inspire people; we do positive work here—great writing goes straight to the mind of the consumer, helps people reframe how they think.
-Ted Royer
People may not like to read ads, but they will read things that interest them. Take the “Born of Fire” spot for Chrysler by Wieden + Kennedy for instance. This two-minute-long spot speaks of the importance of luxury and how Detroit embodies that aesthetic. The powerful narrative speaks to citizens of Detroit discrediting claims that they are a lost city while positively elevating them.
[youtube http://www.youtube.com/watch?v=SKL254Y_jtc]
Strengthen Your Case – Powerful copy combined with the right images can make the perfect recipe for success. Joe Staples (also of Wieden + Kennedy) explains to Forbes, “At W + K we see copy as an opportunity to build a series of arguments. The Jeep spot we did for the Super Bowl was a build. A two-minute spot that, line by line, laid out an argument, more like a speech.” This spot’s combination of gritty and omniscient voice-over timed perfectly concurrent with shots of American industry deliver Jeep’s message with gusto.
[youtube http://www.youtube.com/watch?v=G1Ci2UGrv1M]
Give them what they want – In the article Hoffman also states that W + K strives to encourage the audience to think, as well as respond to their ads. If you can get into the mind of the consumer and speak to them on their level, you’ve got their attention. The Levi’s “Go Forth” Campaign utilizes a tone specific to the young consumer trying to make it in the world, looking good while remaining comfortable. They aren’t just selling jeans, they encourage a proactive go-getter lifestyle with an ‘anything is possible’ attitude.
[youtube http://www.youtube.com/watch?v=KT16DcHcjRA]