Brands use poetry to cut through the clutter

Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day. To differentiate themselves amid the cacophony and cut through the noise, brands are turning to an unlikely art: poetry.


Coke debuted an ad called “The Wonder of Us” during this year’s Super Bowl that celebrated the brand’s values of optimism, diversity, and inclusion by reminding viewers that there is a Coke for everyone and every occasion. The ad’s use of an original poem versus a song or dialogue was designed to make it even more special and surprising to viewers. The 60-second spot was the first in a series of 2018 ads from the “A Coke for Everyone” communications platform, which marks the next iteration of the global “One Brand” strategy uniting Coca-Cola, Coca-Cola Zero Sugar, and Coca-Cola Life under a single visual identity and campaign.


Microsoft rolled out a 60-second ad featuring Academy Award winner Common reciting a poem about the power and possibility of artificial intelligence. The premise of the spot is that with innovative technology such as A.I. and mixed reality, people have more power at their fingertips than entire generations that came before. Yet, technology is just a tool, and a tool is only as useful as the person who wields it, so Microsoft is celebrating individuals and organizations that use the company’s technology to change lives and inspire others to see the possibility within emerging technologies.


For its “Unlike Any” marketing campaign, Under Armour uses poetry to tell the story of its athletes like Misty Copeland, Natasha Hastings, and Jessie Graff in a series of films. The campaign pays tribute to these athletes by pairing each with accomplished spoken word artists to craft poems unique to each athlete’s story. The poems are read by the artists as voiceover on each of the respective films, resulting in powerful odes to celebrate their spirit and abilities.