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21-JAN-2025 | Apple’s “The Guy With An Apple” Ad

Author

Dan Bogachek
January 21, 2025

Apple’s “The Guy With An Apple” Ad

Watch the guy with an Apple.

He’s getting ahead.

All the way into the future, in fact.

Because while he used to struggle to solve business problems with pencil and paper, he’s now getting answers on his Apple personal computer in seconds.

And instead of spending hours forecasting sales, or trends, or trying to answer any of those difficult “What if…?” questions, his Apple is coming up with answers to a multitude of variables at the touch of a button.

The Apple is the first personal computer. The first computer to bring the power of computing right to your desk.

It’s easy to use. And easy to own.

It’s a powerful new tool to help you solve problems, make better decisions, and become amazingly more efficient.

It can change the way you think, work and live, because there are literally thousands of programs available.

Why not let an authorized Apple dealer show you a few ways an Apple can make you better at what you do.

And then you’ll be the guy to watch. 🏁

Note how theis pegs the problem on the past version of the guy — not on the reader in the present moment.

Why? You avoid insulting your reader, but the still connect the dots and substitute themselves in. And then the following association is created in their minds:

Where I’m stuck now —> Apple —> where I want to be/who I want to be.

There’s nothing quite like the promise of transformation.

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 flip open the laptop.

Or… what if:

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, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

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