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

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your 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.

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.