Poetry was possibly one of the more interesting parts of my English class but equally one of the hardest to crack. With the recent spate of verse and rhyme hitting our TV screens it’s also becoming something of a creative’s favorite. So why's it become so popular?
The poem does make a nice change to heavily music-laden ads; verse gives an ad substance, rhythm and a reason to believe. A poem, particularly the way they are used, helps a brand to become more approachable as they directly speak to the consumer. Enabling the audience to relate to the brands home truths.
This down to earth approach suits the brands that have used this style and the messages they’re trying to communicate. But, like most advertising trends (which seem to occur as some kind of collective creative subconscious that we all tap into at the same time)becomes harder to distinguish between brands that use the same treatments, styles and tone of voice.
Personally, I like this style of narration; it communicates in a kind of honest yet fun tone. However as it has become so popular it means it’s becoming a little bit like literacy pretty but beige wallpaper.
Here's a collection of some adverts that use poems...
And if you can't join them, mock them: