25-JUL-2024 | D&AD’s Copy Book Ad

Author

Dan Bogachek
July 25, 2024

D&AD’s Copy Book Ad

Bonus points for black and yellow. Bonus points for being edgy. It does everything it can to turn you away, and that’s why it works.

Bonus points to me for repetition.

The Copy Book by D&AD may make your working life hell.

After reading, you may develop a shorter attention span. You scorn at every poorly-written ad in the papers every morning. You may get into constant fights with your art director, debating over his choice of a fancy visual-led execution over good copy. Your acute sense for sharp ideas may make you easily irate and cut down interns without mercy. It won’t be long before you are labelled as ‘the big bad guy’. If you’re lucky, you may be pushing 4 hours of sleep per day. When you do win a plethora of awards, you’ll undoubtedly feel the icy stares from your colleagues while they congratulate you with a crooked smile on their faces. When you finally become creative director and featured in the 3rd edition of The Copy Book, you probably won’t have any friends to tell the good news to.

The Copy Book. You either get it or you don’t.

  • A big filter disguised as a hairy dog. Ultra precise. By the end, you’re 100% in, 100% out, or mildly amused and interested. And if you’re 100% in, you’re exactly the special breed they’re after.

  • The call to action is a challenge, a challenge to identity. “Getting it” is close to a character trait in feel than an ability — it’s a label.

  • All written in “you” — you end up picturing yourself the whole time.

  • Grade 6 according to the Hemingway App.

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].