{"id":70343,"date":"2014-02-24T19:53:31","date_gmt":"2014-02-24T19:53:31","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-fresh\/"},"modified":"2014-02-24T19:53:31","modified_gmt":"2014-02-24T19:53:31","slug":"ad-of-the-week-fresh","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-fresh\/","title":{"rendered":"Ad of the week – Fresh’s ‘School Morning’"},"content":{"rendered":"

This week\u2019s ad comes courtesy of North-East England anti-smoking body Fresh. We\u2019ve chosen it for its powerful message, strong call to action and integration across multiple mediums.
\nThe TV advert begins with a young boy tidying his bedroom while getting ready for school, before the voiceover leads with a straightforward message: \u201cOne in every two long-term smokers will die from a smoking related illness, some of them in their forties\u201d
\nIn this instance, the facts have been allowed to speak for themselves, highlighting once again how copywriting with great brevity can be the most impactful when the information conveyed is particularly powerful.
\nThe ad continues: \u201cHow will your family cope if you are one of them?\u201d addressing the viewer directly with a simple question to forge a greater connection between them and the message. The broadcast finishes with a reassurance that help is available, which sets up the succinct call-to-action to be delivered with more impact: \u201cIt\u2019s never too late to quit smoking. Get help and advice at dontbehthe1.tv\u201d
\nWith so few clauses included in the voiceover, \u2018School Morning\u2019 avoids the pitfall of masking the primary message with those designed to stimulate an emotional response from the audience. The broadcast leverages the visuals and words well through an uncomplicated process – presenting the problem, offering a solution and providing the route to achieve this.
\nThis route is the dontbethe1.tv microsite, which provides information on how smokers can combat their habit. Brief sentences feature alongside direct questions and striking facts, qualified by direct quotes from those involved in the scheme to help the reader relate. The site is structured to allow further calls-to-action to lead navigation, tying up the campaign\u2019s conversational tone.
\nThe \u2018School Morning\u2019 ad and complementing microsite emphasises how lean copywriting can lead the audience through a structured thought process and towards a desired outcome, especially when underpinned by an evocative message.
\nClick here<\/a> to watch this week\u2019s ad of the week.
\nAdd power to your brand\u2019s messages – contact our team to discuss your copywriting<\/a> requirements.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

This week\u2019s ad comes courtesy of North-East England anti-smoking body Fresh. We\u2019ve chosen it for its powerful message, strong call to action and integration across multiple mediums. The TV advert begins with a young boy tidying his bedroom while getting ready for school, before the voiceover leads with a straightforward message: \u201cOne in every two […]<\/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":[314,448],"tags":[],"class_list":["post-70343","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-digital-copywriting-us"],"acf":[],"yoast_head":"\nAd of the week - Fresh's 'School Morning' - Stratton Craig - Global Copywriting & Content Strategy 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-fresh\/\" \/>\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 - Fresh's 'School Morning' - Stratton Craig - Global Copywriting & Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"This week\u2019s ad comes courtesy of North-East England anti-smoking body Fresh. We\u2019ve chosen it for its powerful message, strong call to action and integration across multiple mediums. 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