A new model of advertising
The Nationwide Voices campaign is not like other advertising campaigns. They have put more than a dozen ads on TV in the first five months of the campaign (even more on social media). Each ad is 90% poem and 10% marketing message. The poems are the poets own words (ie performed and written by a real poet not the advertising agency) about a subject that is important to the poet ('motherhood' or '70s nostalgia') rather than a marketing message that is important to Nationwide.
Any one of these points would mark this campaign out as...