At the end of the day chuck the rule book out the window! Once you know the rules and conventions of copy, bending and breaking them is half the fun.
Consider this video from The New York Times. It starts out by following all the rules: it takes the newspaper’s most central selling point (providing truth) and turns it into a simple, three-word sentence: “Life needs truth.” This copy accomplishes two things at once: it calls out the brand’s main selling point, while also insinuating that the selling point (and therefore the brand) is a necessity to life. Finally, the video takes into account a broad audience: people from all walks of life searching for answers, searching for truth.
But then things get a little weird. The New York Times video begins to look more and more like a Google search ad. The copy gets increasingly complex, with new ideas popping up nearly every second. But by the end of the ad, we are returned to the simple baseline of it all: “Life needs truth.” This ad is an excellent example of following all the rules and still finding ways to break them.