I just got back from New York City. Not a work trip, but while I was there, I caught myself looking with an analytical eye at all the ads on the subway system (almost missing my stop once or twice), as well as the digital billboards of Midtown Manhattan, and everywhere in between.

The ads, of course, varied in terms of their strength. I saw personal injury lawyer creatives that would have been scrapped at the first brainstorm session here at Fortress, among countless other ones that I can’t recall because there was nothing worth recalling about them.

That said, I did see some TRULY clever ads that were run by the New York City transit system itself. One ad stood out.

It simply said, “Don’t be someone’s subway story. Courtesy counts.” These ads were everywhere, including on the boards within the train cars that can support dynamic video ads.

Marketing is about empathy, and I thought it was a beautiful encapsulation of how an entity like the New York City subway system can show empathy to the people who spend their money riding it. If we all approached our ad creatives with that same level of “realness” from business to consumer, I think it would pay major dividends. People want their problems solved, and surely not sugarcoated. A subway rider who grows tired of people taking loud phone calls, moving from car to car, or otherwise being a nuisance, will eventually become someone who opts for rideshare or a bike and doesn’t use the system anymore. So, these ads, with their messaging and their prevalence, are hammering home a message that shows they give a you-know-what about the customer’s experiences.

Determining the ROI for this ad campaign might be difficult, and that’s okay.

The larger point I want to make here is that using text-only ad creatives can be just as effective as a graphic or a video, if not more, when done right.

Here’s why. Text-based ads don’t just communicate a message—they invite interaction. Whether it’s a clever headline, a pointed reminder like the subway system’s campaign, or a challenge to the reader’s assumptions, they force the audience to actively engage with the message. Unlike video or flashy graphics, which can sometimes fade into the background of overstimulation, a well-crafted line of text demands attention and thought.

Text-based ads also embody an element of trust. They assume the reader has the patience, intelligence, and willingness to absorb what’s being said. This is a radical idea in an era of shrinking attention spans, but it’s one that can resonate deeply when the right words are used. Brands that embrace this approach show confidence—not just in their message, but in their audience.

So, let’s stop assuming no one reads. People read when it matters to them. They read when the content is relevant, personal, and impactful. That ad resonated because it spoke directly to the frustrations of subway riders, acknowledging a shared experience without trying to dress it up.

As marketers, we can take a page from this playbook. Words have power. Let’s use them wisely.