At the risk of sounding soppy, I’m a word fiend and a champion of the proverbial saying ‘Life is measured in moments’. And moments come in many forms, whether it is an encounter, a song, or sometimes just a line. This selection of my all time favourite copy lines is dedicated to the wordsmith, the writer who, through his craft, reminds us that the pen will forever be mightier than the sword.
My first pick is the tagline from the Under Armour ‘Rule Yourself’ brand campaign, a moving television commercial that pays tribute to the ‘Poseidon’ of our times Michael Phelps, in honour of the last season of his career. Being a proponent of truth, especially in the field of marketing, I believe the future belongs to the brands that contribute towards the improvement of the human condition, and this line does just that, it reminds us of a timeliness and universal truth: “It’s what you do in the dark, that puts you in the light.”
The headlines in the compendium below edge on the satirical, with Dos Equis’ most interesting man in the world, a modern age prophet that has amassed a cult-like following so massive, a vaccine was created to cure the Internet from his charm.
• When it is raining, it is because he is thinking about something sad.
• The police often question him, just because they find him interesting.
• He once had an awkward moment, just to see how it feels.
• His reputation is expanding, faster than the universe.
• His personality is so magnetic, he is unable to carry credit cards.
• Even his enemies list him as their emergency contact number.
• He could disarm you with his looks or his hands, either way.
• He’s a lover not a fighter. But he’s also a fighter, so don’t get any ideas.
• People hang on his every word, even the prepositions.
• He can speak French, in Russian.
• Every time he goes for a swim, dolphins appear.
• If he were to give you directions, you’d never get lost, and you’d arrive at least 5 minutes early.
In closing, I would like to end with one last advertising headline that reminds us all that true luxury is understated.
“You never actually own a Patec Philippe, you merely hold on to it until the next generation.”