Top 10 Advertising Copywriters of 2018!

Recently I have seen many of my colleagues compiling their past golden sentences, and the results are quite good. It’s not that I am jealous nor do I want to pour cold water on them, but these golden sentences are basically of no help to advertisers after reading them. At most, they are just good sentences that may be used as references in the future. They can neither inspire creativity nor help you learn copywriting skills.

So I am advocating here to advertisers: Don’t just look at the golden sentences, look at the slogans.

Because any good idea does not exist independently, but is derived from a certain theme (even if it is implicit). It is both the starting point for the formation of creativity and the end point of the final communication with the audience. Without it, no matter how excellent the picture is or how moving the copy is, it will not work.

So based on my memory, I took a quick look at all the advertisements in 2018 on major platform websites, and selected ten slogans based on the two basic principles of displayability and spreadability to see what is good about them and what is their connection with creativity.

1. Thinking about your home, it is also changing for you

This is an advertisement created by OPPEIN in collaboration with veteran actor Chin Shih-chieh during the Spring Festival last year. It tells the story of a lonely old man in a profound, delicate and touching way that moved a lot of people.

The touching point is that the whole advertisement has insights into many people who have worked hard from small places to big cities. Due to the inadequate equipment and backward living habits, many people leave in a hurry after staying for only a few days when they return home for the New Year. The elderly want to keep them but have no way to change the reality.

Oppein can just help these elderly people living alone solve some of their problems, so Oppein condensed this emotion into this sentence and sent it to those who return to their hometowns during the Chinese New Year: Thinking about your home, it is also changing for you. Someone at home is thinking of you and has made changes for you, so you should also make some changes and stay a few more days. The rest is just creative expression.

2. Low price creates priceless

These six simple words are indeed full of infinite beautiful imagination. This slogan successfully summarizes the “good products at low prices” that IKEA wants to promote this time. More importantly, it also conveys to the audience that IKEA does not offer low prices just for the sake of low prices, but even at low prices, it will not reduce the quality of life.

In order to convey this theme more clearly and vividly, IKEA used the state of people in different environments + IKEA products to combine and collide to create new scene stories, which is wonderful.

3. Let love not only be in the circle of friends

There is no doubt that each of us loves our mother, but this does not mean that the love we express is what our mother needs. The following advertisement has insight into this point: we are used to showing our love for our mothers on WeChat Moments, but in fact, it is just our own one-sided imagination.

Therefore, P&G advocates "Let love not just be in the circle of friends" , hoping that everyone will not let love remain on the surface, but express love well in daily life offline.

4. When I left, I was called Timberland. When I came back, I was called Indestructible.

The phrase "It's really indestructible" two years ago successfully transformed Timberland's product characteristics into a unique brand asset, and attracted a large number of fans for Timberland.

This year, the brand core of "Timberland" is still being strengthened, and the interpretation of what true Timberland means is. The sentence "When I left, it was called Timberland, and when I came back, it was called Timberland" makes people understand, and the others are just to enrich it.

5. We quickly became familiar with each other

It comes from Xiao Fei Yang’s 2018 annual brand campaign #We’ll soon be cooked# . The cooked here refers to both the meat being cooked quickly after being put into the pot, and two or more people being cooked quickly after a hotpot meal.

Chinese people have had the habit of socializing by eating and drinking since ancient times. Hotpot, as a steaming and atmospheric way of eating, has its own unique advantages and is a high-quality social currency. With so many hotpot restaurants, how did Xiao Fei Yang achieve such a significant differential advantage?

The answer lies in the word "fast" . Speed ​​is a demand, a characteristic of the people that Xiao Fei Yang wants to communicate with, and it is also the quality that Xiao Fei Yang can provide. So even if we don’t talk about the ingredients, the environment, or the service, and only talk about the delicious food and the relationship between you and me, we can invisibly speed up the physical and psychological distance between people who are communicating.

6. Where to start your story

It is a very ordinary slogan, but it is very clever. Not only does it clearly establish a connection between the "Qunar" brand and users and encourage users to go out more, but it is also a slogan that can be infinitely superimposed. It can repeatedly brainwash and accumulate the memory of "Qunar" in users' minds without making people disgusted, and it can also bring out the characteristics of "Qunar" with rich content.

What makes (advertising) people even more envious is that it does not require particularly complex creative expression, only beautiful scenery pictures are needed. Other brands are also easy to follow and they are all very easy to execute.

7. Me·WeChat·You

This slogan is more like an everyday conversation between us, but the greatness of WeChat is contained in its ordinariness. Today, WeChat is more like a connecting hub for the world and a bridge between people. As long as we have WeChat, we can have a relationship.

As WeChat has developed more and more functions and the system has become more mature, its usage scenarios are also intertwined in our daily lives in multiple dimensions, affecting our behavior. Therefore, the simple "I WeChat you" can express a variety of emotions and feelings.

8. Live simply

This is the slogan of a shopping app called "Streamlined" under JD.com. This is an action-oriented advocacy that comes from the "rational consumption" that JD.com has strengthened in recent years (although this has been discussed in a previous article, it will not be discussed here).

It is true that there are too many shopping festivals now, which is a bit overwhelming. There is a feeling that we are driven by the environment to consume. It is tiring to think about it. It is time to do subtraction. From this perspective, "live a simpler life" is still very accurate.

The creative expression also revolves around this sentence. On a street full of neon photos, countless people are shopping like crazy, and have reached a feverish state, so "streamlining" is their antidote.

9. Who doesn’t love the little blue cup?

This slogan of Luckin Coffee may not look impressive, but it actually hides ambition and temptation. I believe that everyone has seen it in elevators to some extent. The original slogan was "Who doesn't love this cup?" Many people's first feeling was that it was confusing and there was nothing to say, so how could anyone not love it?

Let me give you an example. NetEase has a game called "Fantasy Westward Journey". It was once extremely popular a long time ago. Its slogan for a while was "Everyone is playing it, you'd be weird if you don't play it." It means that everyone is playing it, proving that it is really fun. If you don't play it, you've missed out on such a fun game, and you've also been OUT and out of touch with the organization.

Looking back, looking at “Who doesn’t love this cup”, it is exactly the same, the only difference is that “Fantasy Westward Journey” said it after it had a user base, while Luckin Coffee said it from the beginning.

Today, Luckin Coffee is still making efforts and has accumulated a certain number of users and brand assets across the country. Looking back now, it is not so puzzling. Just imagine that with the continuous implementation and word-of-mouth effect, Luckin Coffee will be able to influence potential consumers in the future. After "this cup" is changed to "little blue cup", it will focus more on Luckin Coffee itself, and consumers will be able to better identify it.

10. For payment, please use Cloud QuickPass first

Everyone knows that payment nowadays is either done through Alipay or WeChat, but many people don’t know about Union Pay Quick Pass, so who would use Union Pay Quick Pass? What should we do in the face of such a strong enemy? UnionPay cleverly avoided a head-on confrontation by not saying “Use UnionPay for payment” but “Look at UnionPay first for payment”. In any case, looking at us first may save more money, and it acts like a second-in-command, which neither offends people nor wins opportunities.

After confirming this, the next step is to find ways to prove and guide consumers on why they should look at UnionPay QuickPass first and what benefits it brings. Now that we have the creative direction, the next step is execution. In fact, the original film for this wave of advertisements was shot very well.

In the final selection, there are a few that made me struggle for a while, because the creative performance was too good, making the slogans seem not so good. They are "Home is where love is, success is where" by OPPEIN, a story about becoming a work machine for the sake of success; "New Year, say love with a photo" by OPPO, an imaginative story of separation and reunion on two planets; "My home is far away" by FOTILE, a story about leaving parents to work far away to make money; "Some self-willedness is only understood by adults" by Taiwan's Laoye Hotel, a Laoye-style healing copy of adult philosophy and 12 meters of stitch-by-stitch embroidery, and Tmall Double Eleven's "The excitement has just begun", "Health should be like this", "Electric new humans", "A little wine for one person" and so on.

In fact, I also like a sentence from Nikon that is not an advertising slogan but is better than an advertising slogan: No matter how the times change, photos are the unchanging expression of emotions.

That’s all for today’s sharing. I hope you enjoy it and gain something from it.

Source: Advertising Department Store (ID: storead)