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High Five: The Power of a Good Script



Leo Burnett Canada's co-CCO, Steve Persico, delves into five examples of exceptional written craft

High Five: The Power of a Good Script

No matter the budget, the media, the brand or the brief, I believe there is money, space, opportunity and necessity for great writing. It costs nothing but a little more effort and the will. Here are five brilliantly written campaigns that make me jealous...

Dos Equis - 'The Most Interesting Man in the World'

Agency: Euro RSCG (Havas Group)

Without the writing, this campaign would be the most invisible man (...not the worst joke?) When you take away the visuals, the music, the acting and have nothing but the copy, and it still makes you laugh, you know it's magic. That’s why it worked well in TV but probably, in my opinion, even better in radio. It’s the type of writing ad people (and non-ad people) can’t get enough of.

National Thoroughbred Racing Association - 'And They’re Off...'

Agency: DeVito/Verdi

Oh. My. Goodness. The first time I heard this campaign, I nearly resigned and retuned my paycheques. On paper, the script is hilarious. The idea is brilliant. Add the perfect and subtle execution and it’s elevated to a whole new level. Year after year, I looked forward to these coming out. I’m going to listen to it again.

Nike - 'Find Your Greatness: Jogger'

Agency: Wieden + Kennedy

I watch this whenever I need writing motivation. It’s a great idea. It’s simple. It makes a clear and powerful point. I’m not sure there’s another 60-second spot where the video description could be a sentence. If you added a word you’d ruin it, if you took one away you’d miss it.

Citi Bank - 'Live Richly'

Agency: Fallon

Somewhere along the way in advertising, we decided bank ads should sound this way, car ads that way, and cereal ads this way. I love when brands blow up their category pigeonhole (no birds were injured in the making of that statement). It’s the type of content you look forward to seeing more of. When’s the last time a bank didn’t make you feel financially stupid?

Honda - 'Grrr'

Agency: Wieden + Kennedy

First off, this spot is called ‘Grrr’. That is already more intriguing and emotive than some entire campaigns. No doubt this is executed beautifully, but it’s the insight and lyrics that make you connect with it. There is so much going on with the words: hard-hitting truth, storytelling, positive and negative emotions, product story, charm and grit. It reminds you, advertising can be a beautiful thing.

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Leo Burnett Toronto, Wed, 23 Nov 2022 12:30:04 GMT