With their huge marketing budgets, you would think that Coca Cola would create flashy adverts.  Yet the new TV advert from Coca Cola takes a very straightforward approach to their product – they simply tell you the history of Coca-Cola, giving plenty of time for you to absorb the story. 

It's an advert that harks back to a different age of advertising, yet it doesn't seem dated or old fashioned because it relies on the solid idea of educating the consumer about the product.  Take a look at the ad and let me know what you think…

It uses the age-old tested formula of a product feature -

     "He chose the best spices from around the world to create his secret formula"

followed by the benefit

    "The result: unique great taste and refreshment."

all in a wonderfully rich, deep voice that sounds a bit like Morgan Freeman.  Brilliant!

Another big company that has created ads that impress me is Marks & Spencer for their food line.  Everybody knows the line, "Not just food, this is M&S food", because the adverts portray a sophisticated, high quality product that is desirable.  Your mouth waters as you watch these adverts and I know several of my clients love the quality of these great food ads.

Here's a 2006 Christmas food video from M&S – my mouth is watering as I type this because I've not had breakfast yet!

What key lessons can you learn from these adverts?

• Keep it factual, about your product
• State the feature of your product and then explain the benefit to the customer
• The words matter – take your time with the script – don't rush your copy
• The pictures sell too – the M&S food ad literally makes my mouth water

If you need help with writing copy for your ads, Business Coach Lee Duncan will be happy to help…