The Rise of Spoken Word in Advertising

When Amanda Gorman delivered her poem 'The Hill We Climb' at the 2021 U.S. Presidential Inauguration, her performance not only captivated millions but also brought spoken word poetry into the mainstream. It resonated far beyond the event, demonstrating how poetry can transcend traditional media and spark global conversations. The medium's ability to evoke emotion, reflect societal moments, and inspire change reminded us of how spoken word can be a cultural phenomenon, and at a time where brands are finding new ways to connect with audiences on a deeper level.

Now, spoken word has emerged as a powerful form of storytelling, cutting through the noise with its raw authenticity and rhythmic flow. By incorporating spoken word into their campaigns, brands are creating more memorable and meaningful connections. But why is spoken word becoming such a potent force in modern advertising?

As Robin Williams' character so poignantly said in Dead Poets Society, “We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion.” Poetry taps into the passion that defines the human experience, allowing brands to speak to their audiences in ways that go beyond traditional marketing techniques. While poetry is often abstract, spoken word is specific with a clear message, delivered with passion and conviction in a poetic style. It compels the audience to listen.

Brands that use spoken word can connect with audiences on a more human level. It’s not about selling a product—it’s about conveying a shared experience, much like Williams’ emphasis on the role of poetry in connecting us to our passions and emotions.

For instance, Nike’s "Dream Crazy" campaign, featuring Colin Kaepernick, used spoken word to challenge societal norms, encouraging viewers to embrace their individuality and dreams. The authenticity and emotion in Kaepernick's delivery elevated the ad from a simple promotion to a powerful statement on social justice and personal freedom.

The rhythmic quality of spoken word adds a unique layer to storytelling, making brand messages not only heard but felt. Like lines of a poem, spoken word in ads leaves a lasting impression. The cadence, tone, and lyrical structure can transform a brand’s message into something more than just words - it becomes a performance, an experience.

Spoken word often echoes the social, political, and cultural themes of its time. Brands that use this medium can align themselves with important cultural movements, signalling that they are attuned to societal issues. It offers an authentic way for brands to amplify diverse voices and reflect a range of experiences. It creates space for different perspectives, aligning with the growing demand for inclusivity in advertising.

In our ADNOC - The Next 50 ad, the delivery of spoken word by Emirati rapper Saud blended with the UAE national anthem, merged the past with the future, positioning ADNOC as a forward-thinking company and bridging the gap between generations.

In the future, we are likely to see more brands turning to spoken word as a way to stand out in an oversaturated market. The ability to evoke emotion, celebrate diversity, and speak authentically to the human experience ensures that spoken word will continue to shape the narratives of modern advertising.