14-JUL-2024 | Etna’s Elephant Ad

Author

Dan Bogachek
July 14, 2024

Etna’s Elephant Ad

Imagine an elephant, an all blue elephant.

Yes, blue.

It is wearing a wool sweater. Because it got a bit chilly, you know?

This blue elephant in its wool sweater arrives at this magnificent loft house, spacious, with several little wood-framed windows.

Are you following?

Then the elephant stop at the door. It wipes its feet on the doormat and walks in.

It sits on a black leather couch with a Scandinavian design.

See that couch? Etna’s got it for sale, along with the furnishings and decorative items that you have always dreamed of.

  • A good example where the hook is the main visual element instead of copy. “What is this elephant trunk about?” Less can be more.

  • Overall — a whimsical exercise in visualization. Humorous & weird makes it memorable.

  • Lots of “you,” and there’s a character behind the voice. Write how people talk.

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].