Poetry is more entertaining than most ad copy, and viewers are inclined to respond to a lifestyle or feeling rather than a hard sell. They are also more open to subscribe to that brand when responding to the emotional and human connection brought about by a poem.
Making that human connection was certainly what apparel brand Under Armour was aiming for in its last series of spots. The "Unlike Any" campaign, which was released this past July, utilized poetry to tell the stories of athletes like Zoe Zhang and Natasha Hastings and ballet dancer Misty Copeland. During the Rio Olympics, the athletes' accomplishments were often compared to their male counterparts, according to Adrienne Lofton, svp of global brand management for Under Armour, who previously explained that the "Unlike Any" campaign was a way to "change the conversation" and make sure they're referred to as athletes—not female athletes, just athletes.