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4(ish)-DEC-2024 | Away Travel’s “Better American” Ad

Author

Dan Bogachek
December 05, 2024

Away Travel’s “Better American” Ad

If you want to be a better American, get out of America.

People who travel know what it’s like to not belong.

They’re the ones making a choice to be different. Taking strange trains, saying wrong things. Experiencing the world on someone else’s terms.

And then, they come back.

Less afraid of what they don’t understand, and more empathetic to everything around them.

We could use a few more people like that.

So this 4th of July, think about leaving home. It’s a good way to leave a country.

Away
the more the travel the better the people 🏁

  • Hook: “you” + a command + subversion of expectations.

  • The heavy lifter here: identity. Whether you already travel or aspire to travel more, Away is associating themselves with a wider, more well-rounded perspective. With the people that “get it.”

  • Then the “we” brings “you” together with Away itself. The proverbial hand on your shoulder as they point towards the vision. The perfect setup.

  • Soft CTA, with a little wink. Hook-punchline sandwich.

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].