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

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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.

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