Oxfam is about to launch a campaign to find the hidden copywriting geniuses among the public. As the Guardian notes here, “Would-be slogan writers go to Oxfam’s site, type four lines of catchy copy to prompt people to give, and wait. The best 14 will be selected and displayed digitally – at eight high-profile sites including Tottenham Court Road and Waterloo Bridge – for a day each. The charity is confident that it will get some great, inspiring copy.”
A novel idea, but will it work? Just how easy is it to write a successful advertising slogan? Here at Swordplay, we’ll be putting our thinking caps on, but meanwhile, here are 10 all-time classic catchphrases.
1. Nothing sucks like an Electrolux.
Given that Electrolux was a Swedish company, did something get lost in translation with this slogan? Or was it deliberately charged with innuendo? Either way, an immaculate copyrighter’s conception.
2. It is. Are you?
Amid fears that the Independent is a contender for the dubious honour of ‘first newspaper to go bust during the credit crunch,’ can it help to turn things around by pulling another superb catchphrase out of the bag? Let’s hope so. (Visual imagery courtesy of Independent Trucks Inc. – no relation.)
3. Happiness is a cigar called Hamlet.
A magnificent example of the genre. The spoofs were pretty good, too. (Image courtesy of Rubared on Flickr.)
4. Only a surfer knows the feeling.
This slogan by surfwear company Billabong brilliantly tapped into surfers’ sense of exclusivity – and made non-surfers want a slice of the action. (With thanks to quickriver on Flickr.)
5. Vorsprung durch technik.
What’s it mean? Who cares? Everyone knows it’s something to do with how good Audi cars are.
6. All the news that’s fit to print.
This one, for the masthead of the New York Times, is an oldie but its quality persists.
7. Have a break – have a Kit Kat.
Unarguable advice. (Image courtesy of C J Hisgrove on Flickr.)
8. Because I’m worth it.
So you had your Kit Kat because you’re worth it? Who do you think you are? Perhaps you should buy a product by L’Oreal and find out. You won’t be alone following the success of this slogan from 2002.
9. Probably the best beer in the world.
Saatchi and Saatchi came up with this slogan for Carlsberg’s UK market in 1973. It began to appear worldwide from the 1980s onwards, and is still going strong. Were the Saatchi brothers given a lifetime supply of Carlsberg for their labours? They should have been. Simple, but brilliant.
10. Go to work on an egg.
In memoriam, Tony Hancock. The comic genius starred in ads financed by the UK Egg Marketing Board which were subsequently banned because they did not promote a varied diet. But the slogan remains timeless, and you can see the original ads here.
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