Excellence in Message

When you buy a lot of advertising for marketing efforts, you pay keen attention to the efforts of others. If you remember Korean Air’s ‘Excellence in Flight’ campaign, it hit everything right. Korean Air showcased their love of flying, their people and their destinations. Their effort wasn’t funny, or cute. Their campaign was as stylish as it was classy.

At the end of their ads I wanted to take a flight on Korean Air just to experience their airline. Just the flight looks like enough reason for a long trip to Hong Kong. Who wouldn’t want to be pampered for ten plus long hours?

To craft a campaign so perfect, it takes a lot of collaboration between the company, Korean Air, and its talent. The copy writer especially hit it out of the park with a great script with visual elements that simultaneously supported the audio while pushing every single word.

Writing great scripts for ‘Excellence in Flight’ was the foundation of the Korean Air effort. While most of us would never admit it, writing is a chore best left to others. Putting pen to paper or fingers to a keyword is challenging work. Korean Air made it look easy.

If you start writing your own advertising effort with a ‘Heck, I can do that’ attitude, you might find yourself miserable in short order. Great advertising efforts take countless hours of development and revision. They take peer review. They take a plan.

Advertising messages are never simple creations if done well. They only appear to be simple creations.

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