I am a man of many talents, but full disclosure, copywriting isn’t one of them.
Having acknowledged that shortcoming, you can understand why when I get energized when I see a great ad in public. On a recent walk down Broadway I passed a bus shelter with a JCDecaux rotating display piece featuring an ad from Seamless, a website offering on demand food delivery.
Something about this ad caught my eye. Was it the bright red background contrasting the grey city street behind it? Nope. Was it the bold font covering 60% of the space? Negative. Was it the company’s logo featured on the bottom of the display? Not at all.
It was the last three words of the four-word copy. I immediately identified with the statement, “is so Jersey”. As New Yorkers, we inherently think that we are superior to all others. From our amazing bagels to our handspun pizzas, we think we know what’s best. This is especially true when it comes to the friendly rivalry with our neighbors across the Hudson. We love our neighbors who travel through tunnels and over bridges to be here with us, but we can all agree that the different cultures and people make each state unique.
Those three words are a great example of how a friendly rivalry can be incorporated into ad copy so that viewers immediately identify with the piece. Most marketers and advertisers struggle to come up with creative ideas with minimal amount of text to create the maximum amount of impact that resonates with the target market.
The idea of cooking your own food on that side of the river means that you cannot enjoy the restaurants on this side of the river available to New Yorkers. New York’s easily accessible food delivery culture makes it just as easy to order in from local eateries, as it is to take the time to go shopping and cook a meal for your self at home.
As someone who loves eating at restaurants, this ad hit the nail on the head by targeting my personal psychographics. These strings of thought being that; I dislike eating in, and that I don’t want to be considered a New Jerseyite (sorry guys, our pizza and bagels are better).
The copy of this ad is perfect for a New York street corner. It seamlessly (pun intended) identifies with the friendly rivalry New Yorkers have with Jersey, and creates a call to action that will drive future business. The physical placement near the uptown one train strategically targets tired workers heading home from work, who like myself might not want to spend valuable time shopping and cooking after a long day at the office. Bravo, BBH New York.
Garrett Meccariello is an aspiring brand manager based out of NYC. In his free time he can be found building the next great brand, exploring the city, and eating a lot of cured meat and cheese.