We need to elevate motorsport creative.

Hey Reader

The title is not clickbait, but we are also not pointing fingers.

I say this because of two videos. Two extremes, two ways of creating.

The videos in question.

1. A Lucozade video with Anthony Joshua (AJ) during the London Marathon
2. Adidas commercial featuring Anthony Edwards (AE) featuring his new shoe

For everyone outside of the UK, Lucozade is Gatorade in the UK.

In today's newsletter, we'll discuss the challenge of copywriting in your creative.

(Videos, Graphics, Images, Website)

We will look at the following:

1. Why it's important.
2. How to improve it.
3. How it applies to your work.

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Now, the videos in question.

• Lucozade X Anthony Joshua.
  1. Firstly, I just noticed this was a video from the Lucozade account. It was such a natural interaction, so I left the video with one phrase from AJ.
  2. "Control your mind." "Control your mind."

• Adidas x Anthony Edwards.
  1. My favourite starts at 0:46 second, but watch the whole thing.
  2. The copy and script are brilliant!
  3. "Believe that"

Two different methods were used to execute these videos, but the common denominator was the copy. Yes, visuals are essential, and that's an essential factor.

But with the copy, the message doesn't hit home. Ideas are easy to come by; Execution ain't easy.

Why it's important?

• It's the difference between a video that's memorable and one that's forgotten within seconds.

How do you improve it?

• Step outside of your scroll and understand what stops the scroll. You want to captivate people's minds, not interrupt their daily routine.
  • I apply 4 methods to elevate my copy.
    • Step outside of your industry
    • Read old advertising copy.
    • Podcasts have memorable gems.
    • Expand your reading

How does it apply to your work?

• You use words to articulate your everyday work.
• Building that into your work makes it 3D instead of 2D.

So next time you go to execute a creative.

Ask one question. What do YOU want to do emotionally after the video?

If you can answer one question for me. Are you finding these newsletters helpful?

A. Keep them coming! ​
B. It’s okay, but not everything is helpful. ​
C. This is what I was expecting.

​
Cheers, Niru

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