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

This Policygenius campaign in New York City subways, features poetry and makes fun of itself, but rather for being an expert in insurance. Policygenius

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.
@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
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