The “norm” is a safe haven where many people prefer stay within.
In both copywriting and literature, there’s a certain comfort in adhering to tried-and-true methods. But it’s the rebels who challenge conventions and dare to be different, that often leave a mark on our minds.
If you’re a rebellious leader reading this blog, you don’t want to be generic or basic. You want to stand out.
But standing out (and doing it well) takes a certain amount of strategy. Let’s take a look at a few examples of how others have challenged the norm and won, then break down how they did so you can too.
Copywriting Rebels
Old Spice “The Man Your Man Could Smell Like” Campaign
Remember the shirtless man on the horse? Old Spice audaciously deviated from the typical men’s grooming ad script. Instead of rugged masculinity, they offered humor, surprises, and a message: “Anything is possible.” This campaign became an instant hit because it was funny and unexpected.
Dove’s “Real Beauty” Campaign
At a time when beauty ads were dominated by unrealistic standards, Dove stepped in with a powerful message: every woman is beautiful. Celebrating diverse body shapes, sizes, and ethnicities, Dove shifted the global conversation. Their authentic portrayal of women garnered immense appreciation, showing brands worldwide that truth resonates.
Literary Rebels
“Catch-22” by Joseph Heller
Heller’s masterpiece is no ordinary war narrative. Through its circular logic and dark humor, “Catch-22” unravels the absurdity of war, challenging readers to question the nature of institutions and authority. Its distinctive style and narrative turned conventional war literature on its head.
“House of Leaves” by Mark Z. Danielewski
Right when you open this book you’ll see it’s not a standard novel. With its unconventional layouts, intertwining stories, and eerie atmosphere, “House of Leaves” is as much a puzzle as it is a tale. Danielewski challenges readers, making them active participants in the narrative.
Why They Worked
Challenging the norm isn’t just about being different; it’s about making a real connection.
Because making people feel something is more than just getting the words right. For instance, the Old Spice ad made us laugh because it was surprising, while Dove’s campaign spoke to many women’s real experiences, making them feel seen and understood.
In today’s world, where we see so many ads flash in our faces, it’s the genuine and fresh ideas that really grab our attention.
Dove gave us a real look at women, moving beyond the usual beauty ads. And books like “Catch-22” and “House of Leaves” offered a completely new way of telling a story, which made them stand out.
But even with their new approaches, these stories and ads didn’t forget about the big truths we all understand. They talked about things like the craziness of war, the pressure of looking a certain way, and the funny moments in life.
If you want to challenge the norm, it’s not just about being different. It’s about connecting with people in a real way. And when you get that right, you can make a big impact.
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