I visited Boston this weekend and noticed that almost every bus stop and billboard was plastered with a colorful iPhone 5c ad. The colorful pinks, blues and greens were hard to avoid. In that moment I began to wonder why I haven’t noticed any of my iPhone loving friends with an iPhone 5c. This product has been on the market for over a month, it’s less expensive than previous models and it’s intensely colorful, yet I’ve heard little about it. As an iPhone user myself, I decided to look into it. I realized that beyond a doubt this has everything to do with the way Apple is branding it’s products.
The iPhone 5c and the iPhone 5s were released on the same date. The first 5c commercial looked like this:
This product is branded as fun, colorful and cheap. Now take a look at the first 5s ad:
This phone is branded as luxurious and special. It’s made of metal, contrasting the 5c’s “plastic perfected” image. This ad is a clear nod to the fact that the main iPhone line (5s) is a more decadent, expensive product. Instead of relying on other cell phone retailers to remind consumers that the Apple iPhone is a high-end product, the company has taken it upon itself. This product branding technique is a clever way for Apple to maintain it’s high-end profile while still selling product to cost conscious costumers.
My favorite ad campaigns are those which tell a story. These are effective because it is nearly impossible to run out of material. Instead, the story simply continues. The M&M’s brand has this down to a science. Around 1995, the M&M “spokescandies” were introduced. Each character has a unique personality, and represents a specific type of M&M (peanut, almond, dark chocolate, etc.). This campaign was been alive for almost two decades and the story still continues.
Just last year the newest spokescandy was introduced, Ms. Brown. The character first appeared in this Superbowl commercial.
This year, she informs us that the M&Ms will make an appearance in the first half of the Superbowl.
She references the commercial from last year’s Superbowl and gets us excited for the next. This campaign is strong in that the ads build off one another. In this way, it’s almost like following a TV show or watching a movie.The audience stays interested and wants to know what will come next.
Especially in spoken conversation, it’s very easy to confuse the two. These words are homophones, meaning they share sound but not spelling or definition. You probably already know what copyright is. This refers to a creators exclusive legal right to his/her work. So a copyrighter is a person who secures that right.
But what is a copywriter?
I’ve come to find that a lot of people have no idea. I usually get a lot of blank stares when I say I’m the copywriter intern at Martino Flynn. Basically, a copywriter is someone who writes copy. Usually this is in reference to advertising.
I know that’s still confusing so I’m going to give you some examples.
Durex brand condoms ran a campaign called Love is Blind. Durex used nothing but copy to convey their message.
Another example is the Volkswagon Don’t Text and Drive campaign. Again, only copy was used to convey the message.
Of course, these are just examples of copy in print ads and this does not even begin to cover the full scope of copywriting. However, I hope you now have a better understanding of what a copywriter does.