Copydriven //

Jockeying for position

copydriven — Tue, 22 Sep 2009 21:51:14 +0000

At first blush, it might seem odd to see BMW giving Audi a pat on the back. Check out the entire ad, though, and you’ll discover a passive aggressive stab worthy of a middle-school cheerleader. And that’s not all- this is just one ad in a series of automotive one-upmanship that eventually pulls in not only oft rivals BMW and Audi, but Bentley and Mitsubishi as well.

Check out the series here.

Red, White and Profitable

copydriven — Wed, 19 Aug 2009 21:50:25 +0000

USAA has always been a very stable, customer-friendly and prudent bank (USAA posted after-tax profits of $188 million in 2008). With all the banks who jumped on shoddy lending bandwagons crumbling around them, USAA decided to capitalize on the opportunity and tell the people who they are, and why it matters in a this massive ad push.

A fun twist on rate-driven ads.

Another insurance-focused ad that probably isn’t popular with the folks over at AIG.

And an ad that focuses on USAA’s member-not-customer model.

Plenty more ads and info on this campaign at The Financial Brand.

The cost of freedom is lower than you think

copydriven — Sun, 16 Aug 2009 01:09:12 +0000

Who knew cost-oriented ads could be this fun? In a series of web banners aimed at dispelling the common myth that all Harley Davidson Motorcycles are inordinately expensive, the legendary motorcycle company manages not only to address that concern, but include product pricing and maintain their brand’s trademark rebellious tone- all in under 20 words each.

And one in a wide format.

Tip: Don’t try to cut out online coupons, your monitor warrany doesn’t cover it.

The long and the short of it

copydriven — Thu, 06 Aug 2009 23:07:37 +0000

A rare long-copy campaign for the Big Issue Foundation leads grabs attention with unexpected headlines to draw the reader in to the full story.

See the entire series on This is Real Art.