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10-AUG-2024 | D&AD’s “We’ve read it all” Ad

Author

Dan Bogachek
August 10, 2024

D&AD’s “We’ve read it all” Ad

If it’s part of the brand, you can get away with a lot. You just have to commit.

We, Copywriters.

We’ve read it all, from Madonna’s children’s books to Franz Kafka. We eat pizza in Napoli and sushi in Tokyo. Occasionally at the same time. We don’t really care if we are wearing a suit from London Fashion Week or a homemade t-shirt. We sit on Westminster Bridge eating a sandwich and walk on the red carpet with six inch heels. We still wonder about Hitler’s suicide and George W. Bush’s homicide. We love it all from lager to champagne, from Prada to Primark. We wipe Satan’s tears while shaking God’s hand.

It’s not where you take things from, it’s where you take them to.

  • Juxtaposition in repeating couplets. Simple and nuanced, crude and refined, good and evil, East and West.

  • Identity, identity, identity + ethos. The appeal to status and expertise: “this is the level of copywriter you can become and the mentality you can achieve.”

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].