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

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

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