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  • 4-MAR-2025 | eve Mattress’ “Hands Up” Ad by Paul Belford

4-MAR-2025 | eve Mattress’ “Hands Up” Ad by Paul Belford

Author

Dan Bogachek
March 04, 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].

Hands up who had a bad night’s sleep? Okay, don’t put your hands up, just nod if you can.

There are two types of people. One has the energy to take whatever life throws at them. They leap out of bed the second the alarm comes on. They whizz around the underground, taking the stairs instead of the escalator. They slept well. And the other type? They didn’t sleep quite so well.

eve make a great mattress with new-generation memory foam that’s less expensive than other mattresses. We don’t pay for high street premises. We’re online only, you see. Choose your size, tap in the promo word NOBRAINER to get £50 off, and it’ll be with you within three days.

You nodding along to this?

evemattress.co.uk 🏁 

Address your reader directly. But don’t insult them, not directly at least. They’ll put two and two together anyway.

  • A rhetorical question hook, but not only that — it’s interacting with you right away. “Hands up” polls are something you do with friends or in a classroom, and it’s physical.

  • Two types of people joke. The setup illustrates what good sleep feels like, getting us into our imaginations. The punchline subverts expectations and brings us back down to earth to the sleep deprived reader. Notice how they didn’t say, “you didn’t sleep so well.” “They” is who didn’t sleep well — but your reader relates themselves into the picture anyway.

  • Promo code seamlessly integrates into the main copy.

  • And a hook-punchline sandwich to finish us off. Callback to nodding in the hook, but now with a positive connotation twist.