The British Cable Authority, for its part, in its special Code of Practice on Programme Sponsorship, issued on an experimental basis in 1985, permits the use of a short advertising copyline in addition to acknowledgement of the sponsor.
Source: wiktionary
The ad featured a reclining model wearing only underwear and the copyline, 'Last year we ran an ad for Swedish lingerie. 78 women complained. No men.'
Source: wiktionary
In principle, the copyline (the descriptive tagline for the film) that is evolved for the campaign should work as a cohesive unit with the art.
Source: wiktionary