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High Five: The Beauty of True Words


Thiago Duarte, copywriter at Humann, shares five all-type smart ideas where the words take over the scene

High Five: The Beauty of True Words

I have no idea how on earth LBB's Hannah Baines found this little Padawan, but since I'm here, I'm really grateful for the opportunity to share some guesses among so many references that made the High Five...

Rolex - 'Pulse'

Agency: JWT
Copywriter: Vitor Patalano

I was in a big doubt whether or not to include this ad in the list, once the pun usually works very well locally, but not always globally. The thing is, the idea itself is really good and in an all-type list, the Rolex print created for a shopping mall in São Paulo will always be present.

“If no one notices your pulse, technically you are dead.” 

Bayer / Aspirina - 'Mother's Day'

Agency: AlmapBBDO
Copywriter: Eugênio Mohallem

For a classic Brazilian print, a classic excuse. The genius of advertising copywriting, Eugenio Mohallem, could not be left out of this list of creative copy, with a good shot of humorous truth, or better, Aspirina (migraine medicine). Did you like it? Enjoy responsibly.

"If your mother had a headache on that day, you wouldn't exist."

KFC - 'Fck, We’re Sorry'

Agency: Mother London

This one is special for the blog's home! In addition to the pun with the brand's name, this ad, which won some awards such as Cannes and D&AD, has something that has been missing from a lot of clients around the world. The boldness to make jokes about themselves in awkward situations.

Volkswagen Kombi - 'Last Wishes'

Agency: AlmapBBDO
Copywriter: Marcelo Nogueira x Marcelo Pignatari

Among the countless car ads with clever copy in the gold era of advertising, why not to choose the most exciting automotive farewell of recent times? Confess, you may have never driven a Kombi, but it's hard not to be touched by Marcelo Nogueira's words.

Stilgraf x FSC - 'Read This without Breathing'

Agency: DPZ
Copywriter: Guilherme Fleury

Who said that user experience and empathy can't be present in a simple print advertisement? Which, by the way, is not simple at all. Have you read it? Are you still there? Then, I think we can start together to care about a more sustainable future. Let's just breathe!

Did you hold on tight? Let's go then. Without oxygen, you would die in just three minutes. But don't worry, your body will start breathing again within a few seconds, even if you fight against it. It's automatic, involuntary. The champions of apnea can last up to seven minutes. But for normal people, it's a bit more complicated. You must be feeling a slight discomfort by now, right? You will begin to notice how difficult it is to pay attention to the words. The lack of oxygen makes the brain confused. But calm down. Try to concentrate. Be strong like our planet. Daily, it is bombarded by millions of tons of pollution. Every minute, several native trees are cut down. Not to mention the wildfires. It's incredible, but nature keeps resisting. Speaking of which, we're almost there. Don't give up. Stilgraf has FSC certification, which guarantees the origin of the forest raw material used in its products. Hey, are you still there? 70% of people start breathing again in the green part. 29% in the orange part. Only 1% in the red part. Phew.

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High Five, Wed, 29 Mar 2023 11:30:01 GMT