Brands Are Using Poetry to Cut Through the Noise and Grab Viewers' Attention

A+E, Coca-Cola, Microsoft and Under Armour are connecting with verse

On Super Bowl Sunday, Coca-Cola debuted a new spot in the fourth quarter featuring an inclusive message in the form of an original poem for the brand by poet and Wieden + Kennedy copywriter Becca Wadlinger. Earlier this month, Microsoft rolled out a 60-second ad featuring Academy Award winner Common reciting a poem about the power and possibility of artificial intelligence. In August, A+E Networks unveiled a new brand campaign using an interactive film about storytelling and America with a poem by National Poetry Slam champion IN-Q. Those are just a few of the brands that have employed a burgeoning creative trend: using poetry to make a campaign stand out and give people a more personal connection to a brand.

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This story first appeared in the Feb. 26, 2018, issue of Adweek magazine. Click here to subscribe.