Have advertisers lost faith in the power of long copy?
We’re not here to argue the case whether long copy is effective or ineffective. That case has already been made by an excellent piece on a LinkedIn blog by Glenn Fisher, titled ‘The myth that no one reads long copy’.
We’re here to ask whether the advertising fraternity has lost its faith in the power of long copy. In 2020, we saw Facebook release an ad film titled ‘More Together – Pooja Didi’ that was 7 minutes long yet engaged 28 million viewers. In 2019, PolicyBazaar launched the 3-minute long ad film ‘Story of an Indian mother’ that garnered 25 million views. HarperCollins and Taproot Dentsu released an 8-minute short film ‘Parcel’ in 2019 which was shortlisted for the One Show Awards 2020. Samsung India’s service ad film, which was 4 minutes long, became the most watched video on YouTube in the year 2017 and won multiple awards. This shows that longer narratives are still deployed when brands have something important to say. The Hindu leveraged long copy on World Mental Health Day to underline the importance of Mental Health.
But we seldom see long copy like the one for Rolls Royce, where David Ogilvy famously wrote, “At 60 miles per hour, the loudest noise in this new Rolls-Royce comes from the electric clock” which is meant to sell the product.
Adgully is back with the first TwitterChat of the year 2021 which will tackle the topic – ‘Longer narratives are back, why not long copy?’. The discussion will be helmed by some of the finest advertising men and women in the industry.
Aalap Desai, National Creative Director, Happy mcgarrybowen
KV Sridhar, global Chief Creative Officer, Nhilent&Hypercollective
Naresh Gupta, Chief Strategy Officer, Bang in the Middle
Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications
Date: Friday, January 8, 2020
Time: 3 pm to 4 pm
To join the conversation, follow @adgully on Twitter.