{"id":70280,"date":"2014-08-18T08:14:20","date_gmt":"2014-08-18T08:14:20","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-three\/"},"modified":"2014-08-18T08:14:20","modified_gmt":"2014-08-18T08:14:20","slug":"ad-of-the-week-three","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-three\/","title":{"rendered":"Ad of the week – Three"},"content":{"rendered":"

What creates the greatest ad recall? The product certainly has a huge role to play but the language and tone of voice are often what make campaigns stick. I certainly always remember adverts that make me laugh – copy that resonates with an emotion rather than a need is often much more effective. Humour can often be a great way of encouraging customers to buy into a product or service without a campaign feeling like a hard sell.
\nThree\u2019s most recent \u2018We\u2019re Sorry\u2019<\/a> campaign applies this technique to great effect. The mobile network brand apologises on behalf of its customers who are using their phones abroad at no extra cost, and thus inundating those left at home with holiday snaps. Three is supposedly \u2018mortified\u2019 at the inconvenience cause, stating: \u2018we were trying to help but we failed to consider the consequences\u2019. Although puns are usually considered the \u2018cardinal sin\u2019 of copywriting<\/a> (as mentioned in our Morrisons Ad of the Week blog), Three\u2019s #holidayspam is a playful and humorous reference to holiday \u2018hot dog leg\u2019 photos. It\u2019s knowingly and unashamedly silly.
\nThe campaign continued with a series of 30-second add-ons to the original minute-long ad. Three includes apologies for a plethora of cocktail photographs featuring \u2018tiny umbrellas\u2019, \u2018bendy straws\u2019 and \u2018sugared-rims\u2019, as well as other apologies for \u2018plane wings\u2019, \u2018beach feet\u2019 and \u2018hairy navels\u2019. They even go as far as to suggest that their \u2018Feel at Home\u2019 abroad tariffs have induced an ailment known as TSD – travel selfie disorder.
\nThese video adverts have been supported by a print letter ad that ashamedly admits full responsibility for the holiday spam and pleads that Three customers \u2018brag responsibly\u2019. It has an assumed level of rapport and the colloquial language is accessible, using social media terms the modern reader is already familiar with, e.g. #nofilters. Three has also created a supporting holiday spam crisis centre website, where all the video content (and more) is hosted.
\nHumorous copy is likely to create a stronger impression on a reader. It doesn\u2019t feel like Three is trying too hard to be clever, which is genius in itself. The language used shows awareness of social media trends and the copy itself feels like a friend would say it. That\u2019s the key. It feels so natural you don\u2019t immediately imagine a team of copywriters getting their heads together to create it. It\u2019s seemingly effortless, which I think generally means a huge amount of time has been invested into it!
\nTo discover how we can help you find the right tone of voice for your business, get in touch<\/a>.
\n <\/p>\n","protected":false},"excerpt":{"rendered":"

What creates the greatest ad recall? The product certainly has a huge role to play but the language and tone of voice are often what make campaigns stick. I certainly always remember adverts that make me laugh – copy that resonates with an emotion rather than a need is often much more effective. Humour can […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[448,312],"tags":[],"class_list":["post-70280","post","type-post","status-publish","format-standard","hentry","category-digital-copywriting-us","category-social-media-copywriting-us"],"acf":[],"yoast_head":"\nAd of the week - Three - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-three\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the week - Three - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"What creates the greatest ad recall? 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