We are now seeing poetry used in commercial storytelling because viewers are wise to conventional advertising and are bombarded by it, so they have developed ways to filter it out.

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.
Poetry has become more approachable for young people, which allowed the brand to be more creative in its endeavor and write poems about the athletes' lives. Including poetry can definitely help a brand break through the clutter of ad-centric messaging.

Poetry also changed the creative process for A+E Networks. The company hired poet IN-Q for the job with a one-line brief asking him what it would mean to take a closer look at the fabric of America.

"We gave no guidance into the words the poet selected. He was only going to write a poem for us if it was something he could perform outside of this commercial. … For us, that was a completely different experience. We usually have a multiple-page brief, we go through multiple rounds of script revisions, we're changing words, changing inflections and really he just owned that part of it 100 percent." Chris Gargani, VP of global marketing production at A+E Networks