Emotional Advertising At Its Best!

by buildingpharmabrands

You Were Born a Daughter

You were born a daughter.

You looked up to your mother.

You looked up to your father.

You looked up to everyone.

You wanted to be a princess.

You thought you were a princess.

You wanted to own a horse.

You wanted to be a horse.

You wanted your brother to be a horse.

You wanted to wear pink.

You never wanted to wear pink.

You wanted to be a Veterinarian.

You wanted to be President.

You wanted to be the President’s Veterinarian.

You were picked last for the team.

You were the best one on the team.

You refused to be on the team.

You wanted to be good in algebra.

You hid during algebra.

You wanted the boys to notice you.

You were afraid the boys would notice you.

You started to get acne.

You started to get breasts.

You started to get acne that was bigger than your breasts.

You wouldn’t wear a bra.

You couldn’t wait to wear a bra.

You couldn’t fit into a bra.

You didn’t like the way you looked.

You didn’t like the way your parents looked.

You didn’t want to grow up.

You had your first best friend.

You had your first date.

You had your second best friend.

You had your second first date.

You spent hours on the telephone.

You got kissed.

You got to kiss back.

You went to the prom.

You didn’t go to the prom.

You went to the prom with the wrong person.

You spent hours on the telephone.

You fell in love.

You fell in love.

You fell in love.

You lost your best friend.

You lost your other best friend.

You really fell in love.

You became a steady girlfriend.

You became a significant other.

YOU BECAME SIGNIFICANT TO YOURSELF.

Sooner or later, you start taking yourself seriously. You know when you need a break.

You know when you need to rest. You know what to get worked up about and what to get rid of. And you know when it’s time to take care of yourself, for yourself.

To do something that makes you stronger, faster, more complete.

Because, you know it’s never too late to have a life.

And never too late to change one.

JUST DO IT

Nike®

 

170px-Logo_NIKE.svg

This is the ad that changed … millions of lives. Janet Champ wrote the copy of this eight-page ad Nike print ad in the 1990s. Champ wanted to appeal to women who weren’t hard-core athletes. She often wondered how women took responsibility and time for everyone else but themselves. She wanted to tell them that women needed to take care of themselves, preferably in Nikes.

This ad touched the hearts of many a woman. The ad struck an emotional chord with women. Some have pinned it to the wall in their bedrooms. Some have memorized it even. It made an instant connection with its target audience. There have been many who have identified with this ad preserved this ad for quite sometime.

Nike initially did not pay much attention to the women’s segment. When it realized that its major competitor REEBOK was gaining market share in the rapidly growing women’s sports shoes segment, Nike started targeting the women’s segment.

It is said that Oprah Winfrey read the advertisement on television and cried.

Can we draw some inspiration from this highly emotive and evocative copy to create a distinctive personality for our brand?