We’ve talked about copy based ads before. Now here is a very interesting example of a good copy based ad! It comes from Jung von Matt (Hamburg, Germany) and is for the Konzerthaus Dortmund (concert hall of the city of Dortmund).

Via AotW

What we can see here is a very good use of copy to transport the message. The headline is “Music for everyone”, and the more you read, the more you want to go on reading.

Why this ad is a good copy ad
JvM managed to create a very nice and cuteish ad for a somewhat sophisticated target audience. By forming a whole story out of simple notes, they added context to a rather one-dimensional subject.

One-dimensional? Music???
Talking about the meaning of notes, we have to admit that they only serve the one purpose of indicating a certain tone or pitch. It’s the language of music. Just like a letter in the alphabet, it serves this one purpose only. So what’s happening here?

Spice it up by adding context
By connecting notes to a usually unrelated meaning (people and situations), another value was added. People know what a note looks like but its meaning is rather flat and uninteresting to them, unless they are a musician. By placing them in a new context, a surprising factor was successfully created - catching the reader and making him read on.

Too long? Just right?
While some may say that this ad is a bit too long and it would’ve been enough if it was only one third of the size, I think it is perfect just the way it is. Compacting or shortening it would effect in a loss of charme. And it’s the charme of this ad that makes it so beautiful, isn’t it?

Credits
Advertising Agency: Jung von Matt/Elbe Werbeagentur GmbH, Germany
Creative Directors: Sascha Hanke, Timm Hanebeck
Art Director: Patrik Hartmann
Copywriter: Maximilian Stralka
Graphics: Anja Dethloff
Project Managers: Nina Gerwing, Lena Frers
Production: Philipp Wenhold