10 Amazing Creative Copywriting Examples for 2024

You might say that any kind of copywriting–or any writing at all, for that matter–is creative. After all, when you write, you’re literally creating a document that has never existed before out of thin air.

But when copywriters talk about “creative copywriting,” they mean much more than just your normal, run-of-the-mill marketing or sales copy. 

Sure, good “normal” copy covers all the basics: taking into account the pain points and desires of the intended audience, selling through both features and benefits, using strong calls to action, etc. And most of the time, normal copywriting produces results that are…well, normal.

As in OK. As in meh.

But if you want to create marketing and sales copy that goes far beyond OK, that reaches out and grabs the reader by the collar and gives him a good shake, you have to do things differently.

And when you write copy that’s truly creative–the kind of copy that makes readers sit up and take notice, or go “hmmm,” or laugh out loud–you can get results that blow those of normal copy out of the water.

So, how do you write the kind of creative copy that gets amazing results? To be honest, it’s hard to explain because there are actually a lot of different approaches that can lead to creative copy. It’s much easier to just show you through real-world examples so you can experience the difference for yourself. And that’s what we’re going to do in this article.

In the next section, you’ll see examples of some of the most creative copy we’ve seen recently. 

You’ll see examples that get a creative result from just a few words, and others that are a lot longer. You’ll see examples in writing and examples where the copy is presented in video form. And you’ll see examples of ads, and websites, and social media posts.

Our hope is that some of these examples stimulate your thinking and help you write your own incredible piece of creative copy.

So, buckle up, word warriors and marketing mavens! We’re about to explore 10 amazing examples of creative copywriting that set the bar sky-high.

Let’s dive in!

10 Amazing Creative Copywriting Examples to Inspire You

“Creative copywriting” is hard to define. You might say that it’s “copywriting that  generates a strong reaction in the reader.”

But that definition doesn’t tell you HOW to generate such a reaction. In the examples below, we’ll highlight a variety of approaches so you can see for yourself how some of the most creative copywriters around have pulled it off.

Example 1: Lyft

Let’s start at the basic end of the spectrum. The copy above, from Lyft’s website, doesn’t leave anything to the imagination. In fact, if you equate “creative” with “imaginative,” this copy wouldn’t be considered creative at all. 

The copy does the basic things that most normal marketing copy does: it understands the pain points and motivation of the target audience and it offers the brand’s solution for solving the problem. 

The reason we included this example has more to do with how efficiently the copy does the job. Most creative copy expends a lot of words to create the effect the writer’s shooting for. This piece of copy hits multiple pain points in just a few words.

Strategy and Impact:

Lyft’s overall strategy is to position themselves as your friend with a car, rather than just another ride-hailing service (from the rider’s perspective) and as giving a friendly lift to someone in your community who needs a ride (from the driver’s perspective).

This approach turns every ride into a feel-good story within the larger narrative of your day (for both driver and rider).

To reinforce this emphasis on “just two friendly neighbors sharing a ride,” the copy throughout their site uses personable and relatable language to talk about the experience.

What Makes It Effective:

Lyft’s copy is designed to resonate on a personal level, making you feel seen and appreciated. They use a conversational tone and a sprinkle of humor to create a sense of belonging. This strategy not only attracts customers, but fosters loyalty and community among its users.

This piece of copy specifically is aimed at someone who’s looking for some extra income, but needs to be able to earn that extra income in a flexible way. The copy focuses on both of those pain points: flexibility (“Set your own hours. Earn on your own terms.” “Be your own boss.”) and earning potential (“Reliable earnings.” “Get paid instantly.”).

The target audience for this bit of copy–someone needing cash quickly and on their own terms–will say to themselves within seconds, “Wow, this sounds like exactly what I need!” Meaning that they’re highly likely to respond to the call to action, “Apply to drive.”

Example 2: Quip

Quip, an oral care products company, transforms the mundane task of brushing your teeth into a sleek, enjoyable experience. How? By pairing its minimalist design with equally sleek and straightforward copy. 

Quip’s language is clean, direct, and utterly refreshing — just like its products.

Strategy and Impact:

Quip’s copywriting cuts through the noise with simplicity and clarity. They focus on the essentials, explaining the features and benefits of their toothbrushes without any fluff or technical jargon. This approach demystifies oral care and positions Quip as a user-friendly option in a market flooded with complexities.

But the clear and straightforward approach is only half the story. After all, they could just say, “Buy our toothbrushes.” That’s clear and straightforward. 

The key is that they pair their straightforward approach with a fun, tongue in cheek voice. The strategy is to get across the benefits of their products in as few words as possible while making you smile at the same time. 

What Makes It Effective:

In this piece of copy (Quip’s email list opt-in form), Quip’s clear, concise messaging aligns perfectly with the humorous voice.

In just a few words, they pitch you an incentive (up to $15 off your first refill) to sign up for their list and shoot down the main objection most people have to signing up–that your inbox will be bombarded with hundreds of emails–while simultaneously giving it a humorous twist (“Don’t worry. We brush twice a day, but we email way less often.”).

Example 3: Bombas Socks

Bombas doesn’t just sell socks; they weave tales of comfort, innovation, and social responsibility into every pair. With a mission to “bee better,” their copy buzzes with warmth, engagement, and a clear call to action: for every pair purchased, a pair is donated to someone in need.

For this example of creative copywriting, we choose the video script for the video on the Bombas Home page. Yes, it’s eight and a half minutes long, but here’s the important thing: it holds the viewer captivated throughout the entire video with a compelling story line about the Bombas mission and how they go about getting their socks on the feet of not only purchasers, but also homeless people and other people in need across the country.

Strategy and Impact:

Bombas leverages storytelling to connect with its audience on a deeper level. Their narrative focuses on the problem they’re solving—lack of clothing for the homeless—and the quality and comfort of their socks. This dual focus not only boosts sales, but also builds a brand community united by a shared mission of social good.

What Makes It Effective:

The combination of empathy and engagement are at the heart of Bombas’s copy. By highlighting their commitment to making the world a better place, they transcend the traditional customer-business relationship. Customers don’t just feel like they’re buying a product; they feel like they’re becoming part of a larger movement. This emotional connection is what makes Bombas’s copy so compelling and their brand so memorable.

The video on their Home page masterfully weaves together the Bombas mission, the origin story of the company, the problem they’re solving, and the logistics of how they accomplish that mission. The main thing that makes the copy compelling, though, is how all the story elements are woven together to keep the narrative flowing throughout the video. If there was ever an example of “can’t stop watching” sales copy, this is it.

Example 4: Nike, Believe in Something Campaign

Nike’s “Believe in Something” campaign, headlined by Colin Kaepernick, is a testament to the power of taking a stand. The campaign’s core message, “Believe in something, even if it means sacrificing everything,” resonates far beyond the sports arena, tapping into broader themes of courage and conviction.

Strategy and Impact:

Nike took a significant risk with this campaign, aligning its brand with a polarizing figure. However, the move proved to be a strategic masterstroke. The campaign sparked widespread conversation, debate, and, ultimately, a deep emotional connection with many of its customers who admired the brand’s courage and commitment to social issues.

What Makes It Effective:

The campaign’s effectiveness lies in its unapologetic boldness and relevance. By addressing timely social issues and taking a clear stance, Nike strengthened its brand identity and deepened its cultural impact. 

The emotive and powerful copy, coupled with striking visuals, ensured that the message wasn’t just heard, but felt, leaving a lasting impression on audiences worldwide.

Example 5: Ricola (cough) Campaign

In this innovative series of ads, Ricola turns the annoying reality of a cough into a lighthearted and memorable experience. The strategically placed “(cough)” in each ad changes the meaning of the sentence entirely.

In addition to the ad above, other ads in the series include “You (cough) look good” and “We’re (cough) having a baby.” In each ad, the tagline below reads, “Make sure good news sounds like good news.”

Strategy and Impact:

The strategy behind Ricola’s ads is to infuse humor and a bit of the unexpected into their marketing. By doing so, they’ve made their brand synonymous with relief and a smile. This distinctive approach not only makes their product memorable, but also helps it stand out in the crowded market of over-the-counter cough remedies.

What Makes It Effective:

The effectiveness of Ricola’s ads lies in their simplicity and the universal appeal of humor. By creating these mini, humorous moments, Ricola ensures that their brand remains top of mind, and perhaps more importantly, top of heart.

As far as length goes, the ad above is the exact opposite of the eight and a half minute Bombas video, but in a way, it’s just as effective. Who knew five little words could add up to an effective, creative ad?

Example 6: Oatly

Oatly has taken the milk alternative market by storm with its offbeat, conversational copy that’s as unconventional as the product itself. From cartons declaring “It’s like milk, but made for humans” to bold statements on sustainability, Oatly’s branding is a masterclass in personality-packed copy that breaks the mold.

Strategy and Impact:

Oatly’s strategy revolves around embracing its uniqueness and not shying away from bold, sometimes controversial statements–even taking on Big Dairy on environmental issues. 

This approach has not only garnered attention, but also cultivated a devoted following. By being unabashedly true to its brand voice, Oatly cuts through the dairy and non-dairy clutter, attracting consumers looking for authenticity and a bit of humor in their purchasing decisions.

What Makes It Effective:

What sets Oatly apart is its willingness to engage in conversations most brands steer clear of. Its copy is a blend of humor, directness, and a strong stance on health and environmental issues, making it resonate with a broad, like-minded audience. 

This candidness, combined with a consistent and memorable brand voice, makes Oatly’s copywriting an integral part of its appeal and success.

Example 7: KFC UK

When KFC UK faced a chicken shortage that led to store closures, they responded not with corporate speak, but with a cleverly re-arranged acronym of their brand on a chicken bucket: “FCK.” This witty mea culpa turned a potential PR nightmare into a moment of brand strengthening, showcasing their ability to own up to mistakes with humor and grace.

Strategy and Impact:

KFC’s approach to addressing the shortage was to acknowledge the issue head-on while maintaining their brand’s cheeky personality. The “FCK” apology ads instantly went viral, earning praise for their honesty and humor. This response not only mitigated backlash, but also enhanced customer loyalty by humanizing the brand during a crisis.

What Makes It Effective:

The effectiveness of these apology ads lies in their unexpectedness and relatability (in addition to the clever wordplay). By turning a crisis into an opportunity for humor, KFC created a memorable and positive narrative around an otherwise negative situation. 

The boldness to laugh at themselves and the cleverness of the execution turned a potential loss into a win for brand sentiment.

Example 8: Walmart, Mean Girls Black Friday Promotion

Wal-Mart cleverly tapped into the pop culture phenomenon of the remake of Mean Girls for their Black Friday promotion, using the iconic “You can’t sit with us” line to create a sense of exclusivity and urgency. This playful nod to the film not only caught the attention of shoppers, but also brought a dose of fun and nostalgia to the always hectic shopping day.

Strategy and Impact:

By leveraging a well-loved movie reference, Wal-Mart’s campaign instantly connected with a wide audience, particularly those who appreciate a good throwback. The promotion was not only timely, tapping into the Black Friday frenzy, but also memorable, standing out in a sea of typical sale announcements.

What Makes It Effective:

The success of this campaign lies in its relatability and humor. By associating the competitive nature of Black Friday shopping with a popular movie, Wal-Mart humanized the shopping experience and created a shared moment of amusement. This approach made the promotion more engaging and shareable, driving attention and foot traffic to their stores.

Example 9: Snoop Dogg and Solo Stove

Snoop Dogg’s collaboration with Solo Stoves offers a sizzling mix of celebrity charisma and cozy outdoor living. The ads feature the iconic rapper bringing his cool, laid-back vibe to the world of portable fire pits, creating an irresistible appeal for those looking to elevate their outdoor experiences with a touch of star power.

Strategy and Impact:

Solo Stoves leveraged Snoop Dogg’s widespread appeal and unique persona to reach a broader audience and infuse a sense of coolness into their brand. The collaboration presents the fire pits as not just a backyard accessory but a lifestyle choice endorsed by one of the coolest figures in entertainment.

What Makes It Effective:

The effectiveness of this partnership lies in the contrast and complement between Snoop Dogg’s laid-back, urban image and the rustic, outdoor appeal of Solo Stoves, not to mention the joke built into the line, “I’m going smokeless” from a celebrity that’s pretty much synonymous with his (ahem) smoking habits.

The ads create a narrative that outdoor relaxation isn’t just for the outdoorsy types, but is something everyone can enjoy and aspire to, especially when it’s endorsed by a figure known for his distinct taste and style.

Example 10: Heinz Catsup–Pass the Heinz

Heinz’s “Pass the Heinz” campaign took a fascinating turn by bringing to life a fictional ad concept from the TV show Mad Men. Very meta!

The ads, which simply depict mouth-watering food missing ketchup with the tagline “Pass the Heinz,” strike a perfect balance between nostalgia and clever minimalism, demonstrating that sometimes, the best copy is almost no copy at all.

Strategy and Impact:

Heinz capitalized on the popularity of Mad Men and the iconic status of the show’s advertising genius, Don Draper. By implementing a concept from the series, they not only paid homage to the golden age of advertising, but also caught the eye of fans worldwide. This clever blend of reality and fiction garnered significant media attention and breathed new life into the brand’s historic appeal.

What Makes It Effective:

The “Pass the Heinz” ads are effective because they evoke emotion and curiosity without saying much. The compelling visuals invite the audience to fill in the blanks, engaging them in a way that overt sales pitches might not. This minimalistic approach, coupled with the nostalgic element, makes the campaign memorable and shareable, reinforcing Heinz’s position as a timeless and essential condiment in kitchens everywhere.

Creative Copywriting: A Key to Your Business Success

And there you have it — a whirlwind tour through the landscape of creative copywriting, courtesy of 10 highly effective examples. 

Creative copywriting does more than just tickle the fancy; it drives real, tangible results for businesses across the globe. It’s the spark that ignites interest, fuels engagement, and converts curiosity into sales, and ultimately into brand loyalty. 

But don’t just take our word for it; the numbers speak for themselves. Businesses employing creative copy have seen boosts in visibility, skyrocketing SEO rankings, and most impressively, conversion rates that leave plain-Jane content in the dust.

So remember, at the heart of every piece of successful copy is an understanding of the audience, a dollop of creativity, and the courage to be different. As you embark on your own copywriting journey, we hope you take that lesson to heart.