• Copywork365
  • Posts
  • 24-MAR-2025 | David Abbott’s “Via Veneto” Ad for Sainsbury’s

24-MAR-2025 | David Abbott’s “Via Veneto” Ad for Sainsbury’s

Author

Dan Bogachek
March 24, 2025

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].

David Abbott’s “Via Veneto” Ad for Sainsbury’s

Eat the same pasta they eat on the Via Veneto. (Via Sainsbury’s).

No-one knows as much about pasta as the Italians.

There’s evidence that it was a revered dish as early as 5000 BC and its popularity is certainly not on the wane.

Today, the average Italian eats 60lbs of pasta a year.

(In England, we manage only 2 ½ lbs each.)

Not unnaturally therefore, when we decided to start selling our own range of pasta we knew exactly where to go:

Italy.

We went, in fact, to Parma where the local pasta is as celebrated as the local ham.

And as you might expect, we demand nothing but the best.

Sainsbury’s pasta is made from durum wheat and no other.

(Softer wheats are cheaper but the pasta becomes floury and flavourless when cooked.)

We specified fresh eggs, never dried.

And in our tagliatelle verde it’s real spinach that gives the pasta its colour and flavour. 🏁 

The hook plays on status. “Look at them eating that delicious pasta. That could be you.”

Every sentence gets its own paragraph. Easy to digest.

And note how Abbott uses the “how” (and what happens without that “how”) to point back to the idea, “we demand nothing but the best.”