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6-FEB-2025 | eve’s “Apologies to all our barista friends” Ad by Paul Belford

Author

Dan Bogachek
February 06, 2025

Starbucks, Costa, Caffé Nero: you’re not going to like this.

Apologies to all our barista friends on the high street, but there’s a wonderful, natural stimulant available that never gets the recognition it deserves. Sleep, glorious sleep. (Actually, we’re not on the high street, we’re online only: why are we apologising?) Yes, a few hours on our new-generation memory foam mattress does wonders for a person’s energy.

We’re eve, the ones who make that mattress: make it to order within three days. Go online, tap in the word NOBRAINER for £50 off, and it’ll be with you before you can say ‘I’ll have a double-shot venti mochadoozie with extra whatever the hell it is they put in there.’ 🏁

Fun and whimsical. Even the discount code becomes an opportunity to drive the main point.

  • Hook inspires curiosity with “this.” Your brain goes, ‘what’s “this?”’

  • Tactical parenthetical sentence. (Stolen from VW!)

  • The punchline (and call-to-action) is organic and a bit rant-y. Don’t sound like a corpo, be yourself.

    • Also: it tells you exactly what to do. Don’t be afraid to tell your reader to do something — it’s really up to them anyways.

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].