Beautiful words still count

When was the last time an ad campaign made your eyes widen and your belly turn to jelly? What really got you? Was it the concept? The visuals? Or was it the words?

We’re often told that people don’t have time for words anymore. With hundreds of ads busting their way into our little brains every day, only the visuals will cut through, they say.

I don’t believe that – and nor do Tate Britain, despite being dedicated to visual art. Its campaign to engage a new audience with classic artwork is a testament to the copywriting craft.

Campaign by Grey London

Tate isn’t the only one giving words the limelight. This advert for Leica gives ample space to a toe-curlingly beautiful script. It’s another example of a company founded in visuals that respects the power of words.

Campaign by F/Nazca Saatchi & Saatchi

While they aren’t hogging attention in quite the same way, words are the foundation for this interactive online campaign by Orsted. It’s a wonderful example of just how stirring a handful of words can be.


As a writer, campaigns like these give me life. They’re living proof that the briefs are out there – it’s just a matter of finding them.

In preparation for that big moment I’ve been flexing my creative writing muscles. I’m looking forward to 22nd February, when I’ll be attending the award event for a Waterstones short story prize I was shortlisted for late last year. My mother is very excited. I’m also halfway through a dark little number for entry into the upcoming Writers’ & Artists’ Yearbook Short Story Competition. An Arvon retreat has been on my to-do list since I was 15. Could 2018 be the year it’ll get the big tick?