In the past week, I found three great copywriting pieces, which I added to my ultimate copywriting swipe file! For full access, subscribe to the patreon.
1. Renault “The ‘N’ Word”
🌄 Background
- Renault offered a 10-day period during which dealerships were instructed not to say “no” to customer requests.
- To emphasize this, the ad referred to “no” as the “N-word” using a phrase that usually refers to a racial slur to draw attention.
- The campaign was quickly pulled due to complaints of offense and insensitivity.
🎯 Goal
Promote a short-term offer at Renault dealerships when “no” would be off-limits.
This rule will increase customer service “flexibility” and can lead to better deals for customers.
👥 Target Audience
Car buyers in the UK interested in a good deal.
😎 What makes this copy unique and different?
- Provocative: The phrase “N-word” shocks the reader.
- Play on words: It uses a double meaning to grab attention, relating the traditionally negative experience of hearing “no” at a dealership with a more controversial connotation.
- Bold Tone: The ad adopts an edgy tone that stands out from typical automotive ads.
2. Opel “Texting While Driving”
🌄 Background
This ad by Opel uses a deliberately misspelled message to draw attention to the dangers of texting while driving.
🎯 Goal
Opel, a car manufacturer, created this visual to raise awareness about road safety and distracted driving.
👥 Target Audience
Drivers prone to using their phones while driving, especially younger people.
😎 What makes this copy unique and different?
- Typographical Errors as Visual Metaphor: The ad’s intentional misspellings mimic the disorienting, sloppy nature of texting while driving.
- Minimalist Design: The black background draws immediate focus to the single message without distractions.
3. Order from McDonald’s
🌄 Background
During the COVID-19 pandemic, fast-food chains experienced a severe decline in sales due to lockdowns and restrictions.
🎯 Goal
Encourage people to support the food industry during a challenging time.
While advocating for competitors, Burger King subtly reinforces its own brand loyalty.
👥 Target Audience
This ad targets all fast-food customers, especially those impacted by the pandemic.
😎 What makes this copy unique and different?
- Unexpected Empathy: Burger King’s recommendation to “Order from McDonald’s” is surprising, as brands rarely promote competitors.
- Playful Tone: While supporting the industry, Burger King slips in humor by reminding readers that “getting a Whopper is always best.”
🧠 Interesting Fact
This ad generated significant media coverage and a positive public response for Burger King.
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