How to Turn Insulting Comments into Excellent Copy ft. Olympics
I Found a Great Ad Based on Negative Comments. Let me tell you more…
4Creative an agency created the 2024 campaign for the Paris Paralympic Olympics and to me, it’s a thing of beauty.
The central idea/insight of the campaign: Paralympic athletes shouldn’t be complimented differently just because of their disability.
They are still very much world class athletes competing in the most prestigious competition in the world.
They aren’t here to “overcome” their disability or be “brave.”
They’re here to perform at the grand stage. Why it matters? Because the insight is that often these athletes are subject to rude or misinformed comments.
The campaign titled “Considering What?” is deeply emotional, relatable and smart.
I relate this to the debate around the idea of a Woman CEO v/s a CEO. At the end of the day, it’s a role. Not a gender role.
Similarly, paralympians are athletes, not disabled people who are brave enough to be able to compete.
Now let me show you the 4 static ad assets for this campaign:
Simple copy and complimenting visuals do the job so well when the main meat is in the idea.
The simple one liners taken directly from the audience’s mouth are subtle and immediately relatable.
Plus, the smart strikethrough on the second part of the comment drives the point home.
Key takeaways:
Negative comments can be great ad angles.
Dig deeper into them for insights.
The best ideas come from your audience so make sure to keep your eyes and ears open.
The easier your big idea is to understand, the simpler your copy can be.
What do you think of this campaign?
Let me know in the comments!
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