A brand that should be really admired for their clever copy is The Economist. I’ve seen many ads from them and they never fail to surprise me each time. It’s really amazing that they can pull so much delighting content for their ads out of their business.
Here are a few examples:
A key factor to their success with their ads is that they really know their target market inside and out. They have really put a lot of work into knowing what their readers do, what they’re interested in and found endless creative ways to keep them engaged and surprised. For people who don’t fit their target market, it’s still easy for them to understand the points presented in their ads. It’s really enjoyable to spend time reading great copy that works really well with the business and the audience. One other thing that contributes to the success of these ads is the simplicity and consistency. They all look the same, but they are still able to keep you interested. These two factors work together to make the ads a great success.