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Some facts are interesting enough to make good headlines on their own.
78 / 100 ways to create a great ad
KILLER FACTS
Copywriters are sometimes criticized for writing flat, straightforward headlines that present facts without any sort of rhetorical twist. But sometimes you’ll come across a fact so compelling it doesn’t need a twist.
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In 1981, BMW ran an ad explaining that one of their cars had retained so much of its original value that it would have been a better investment than 318 stocks on the New York Stock Exchange. The creatives might have buried this in the copy and constructed a lateral headline or visual, but instead they made it the point of the ad. It showed a mature approach that seems rare now. The agency weren’t drawing attention to themselves with clever visuals or complicated strategies; they were simply stating a compelling reason to buy.
Killer facts are often used well in charity and public service campaigns. A South African campaign for the Endangered Wildlife Trust highlighted the plight of endangered species such as the northern white rhino by printing photos of all the remaining individuals left on the planet. A shocking set of facts that didn’t need to be embellished with the emotive tone of traditional charity advertising. Factual headlines don’t even have to be short if they’re compelling enough. Cramer Saatchi’s famous press ad for the Health Education Council was a 72-word description of what happens when a fly lands on your food. Some creatives might feel they’re not doing their job properly if they simply pass on facts they’ve read in a brief, but there are times when this might be the best creative choice of all.