I have been experimenting with the AI-powered chatbot ChatGPT for a while now. And the more I use it, the more fun it gets.
Since its public release at the end of last year, ChatGPT has gained a lot of traction for its instant and detailed answers to questions.
I could get it to suggest to me birthday party ideas, and even tell me (dad) jokes.
With the help of ChatGPT, I also wanted to learn how famous brands managed to steal consumers’ hearts with their copywriting.
Some of the brands I explored were Apple, Coca-Cola, Disney, Lego, McDonald’s, Nike, and Patek Philippe.
I asked ChatGPT to show me the best marketing messages from each of the seven brands. I then chose the one single copywriting that resonated with me the most for each of the brands.
Here’s a compilation of marketing messages that I love the most from those seven world-leading brands.
Apple — “Shot on iPhone”
Apple’s “Shot on iPhone” campaign is a worldwide advertising campaign that was started in 2015, with the launch of iPhone 6.
The campaign showcases photographs taken by everyday people using Apple’s iPhone.
The campaign’s main goal was to feature iPhone’s high-quality camera capabilities and how it can be used to capture stunning photographs, without needing any high-end standalone cameras.
Apple also encouraged people to upload their photos taken with an iPhone to Instagram, Twitter (both with the hashtag #ShotoniPhone), and Weibo.
As of 19 January 2023, Instagram’s #ShotoniPhone has got over 27 million posts.
The campaign resonated with a wide range of people, from professional photographers to everyday smartphone users.
Furthermore, the campaign was praised for its inclusivity and diversity, as it featured photographs taken by people from all walks of life, despite their race, gender, or age.
The “Shot on iPhone” campaign, overall, was a powerful and effective marketing campaign that helped to connect consumers with the Apple brand on an emotional level.
Although the Shot on iPhone campaign started as a “ridiculously simple idea,” according to Apple vice-president Tor Myhren, it has become one of Apple’s most recognizable and important campaigns.
It also helped to establish the iPhone as the go-to device for photography, and it showed the world that the iPhone camera is on par with professional cameras.
Coca-Cola — “Open Happiness”
The Coca-Cola Company’s “Open Happiness” campaign, which was launched in 2009, was designed to communicate the idea that a can of Coke is not just a drink, but it’s a way to open happiness and share it with others.
In a press release when the campaign was launched, Joe Tripodi, chief marketing and commercial leadership officer at Coca-Cola, said:
“Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life’s simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it.”
The campaign featured a series of commercials that depicted people of all ages and backgrounds enjoying a can of Coke and merrymaking, such as playing games, dancing and singing.
The commercials were set to an upbeat and catchy song that included the “Open Happiness” tagline.
The campaign resonated with a wide range of people, from young adults to families, and it helped to create a strong emotional connection with the brand.
It was also praised for its ability to communicate the company’s values and mission in a simple and powerful way.
Disney — “The Happiest Place on Earth”
The official slogan for Disney’s Disneyland is “The Happiest Place on Earth”.
It was created by Walt Disney himself and was first used in 1955 when Disneyland first opened in California, United States.
Direct and simple, the slogan has been used ever since its creation, making it one of the most successful and iconic slogans in advertising history.
Consistent usage of the tagline by Disney has also allowed it to become a part of popular culture.
It also speaks directly to consumers’ desires to create special moments and emotions with their family and friends at Disneyland.
Lego — “The Universal Language of Play”
This campaign, launched in the late 2010s, emphasises the idea that Lego toys are enjoyed by people of all ages and cultures.
And that playing with Lego bricks is a universal language that brings people together, regardless of age (be it a child or an adult).
McDonald’s — “A little taste of home”
McDonald’s “A Little Taste of Home” campaign was used by the company to promote the idea that the fast-food chain is a comforting and familiar place where customers can enjoy a meal that reminds them of home.
The campaign featured a series of commercials that depicted customers enjoying familiar and comforting meals at McDonald’s, such as burgers, fries, and milkshakes.
It also used nostalgia as an emotional appeal, by featuring the food that people used to eat at home and would like to have.
Nike — “Find Your Greatness”
Launched in 2012, Nike’s “Find Your Greatness” campaign was designed to inspire and motivate individuals to achieve their personal best, regardless of their level of athletic ability or experience.
The campaign’s message was centred on the idea that greatness is not limited to elite athletes or those who compete at the highest levels, but rather, it is something that can be achieved by anyone who is willing to push themselves and strive for their personal best.
The commercials featured everyday people, such as children, seniors, and amateurs, who were shown pushing themselves to achieve their personal best. They also featured the iconic “Just Do It” slogan and the Nike swoosh logo.
The campaign was highly successful and received a lot of positive feedback from consumers and critics.
Just like the Apple campaign, Nike’s “Find Your Greatness” campaign was praised for its inclusive and empowering message, which resonated with a wide range of consumers, regardless of their age, gender, or athletic ability.
Patek Philippe — “You never actually own a Patek Philippe. You merely look after it for the next generation.”
Patek Philippe’s iconic campaign, which was launched in 1996, emphasises the idea that Patek Philippe watches are not just luxury goods, but also heirlooms that are passed down from one generation to another.
In an article published by The Atlantic, which asked advertising professionals from around the world on what is the best advertising campaign of all time, the luxury watch seller’s timeless slogan came up.
In it, Tim Calkins, professor of marketing at Kellogg School of Management said:
“How do you sell a $25,000 watch when people can buy an accurate one for $10? Patek Philippe’s “Generations” ads, featuring fathers and sons and the line “You never actually own a Patek Philippe. You merely look after it for the next generation.” A Patek watch isn’t a device for telling time. It’s an heirloom that transfers values across generations.”
The concept has lasted so many years, with continued attention year after year for its statement that evokes emotions. According to the luxury watch brand’s website:
“Built from a universal and human truth, the campaign has evolved and grown to reflect the times and capture the emotion, personality and candid nature of a relationship between parent and child.”
Emotions Move People
From the above examples, we can see that the common theme among the messages is that the products being advertised have an emotional appeal.
Some of the emotional benefits explored include happiness, inspiration, motivation, enjoyment, and relaxation.
After all, we humans are emotional beings, and we long for happiness ultimately.