As passionate as I am about really good copywriting, sometimes no words are better than words.
A few months ago, the California Lottery announced that California residents could participate in the Powerball jackpots. Before I heard an official announcement, however, I saw a commercial on television that gave me chills. Seriously. I can’t completely attest to why, but I was really taken with the visuals, the perfect song to tie it all together and then the moment when I realized what the commercial was for, as that red ball dropped into that dude’s hands. Chills!
Here’s the video:
Recently, however, a new commercial was introduced (or maybe it wasn’t new but I just saw it). I thought it was far less effective. Why, I wondered. Why .. ? Then I realized it’s because there is actual content on this video, that the use of a copywriter was required beyond a slogan (which is fantastic on its own).
As a copywriter, I realize that arguing AGAINST copywriting seems a little odd, but in this case, the images are striking and powerful enough that I don’t need the voice over. I much prefer the original version (above) to this “newer” version, which I was unfortunately unable to find on YouTube or the Ca Lottery website.
Suffice to say, however, it dilutes the original version. The power of that first video is perhaps based completely on the lack of copywriting or a voice over. I guess what that means is that a good slogan can take the place of a bunch of other words, that sometimes fewer words are better.
As a writer, I can actually live with that, if the result is this good.