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  • 24-FEB-2025 | eve’s Tube Apology Ad by Paul Belford

24-FEB-2025 | eve’s Tube Apology Ad by Paul Belford

Author

Dan Bogachek
February 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].

A great study on the personal tone.
And another example of witty promo code ad copy that punctuates the point you’re making.

Sorry for all the mattress ads you see on the tube these days. Our fault entirely.

Actually, we’re flattered. eve were online in early 2015, offering a great night’s sleep with the great concept of cutting out the middleman and his expensive high street shop.

Since then, imitators have sprung up everywhere. (Yes, imitators know a good thing when they see it.) What they don’t offer though, is an amazing mattress made with next-generation memory foam and a unique layering system and a 100-day trial.

Everybody deserves the perfect start. And everybody can have it by visiting our website, tapping in COPYCAT for their £50 off, and having a great mattress delivered to their door the next day. Copy that, copycat.

Everybody deserves the perfect start. evemattress.co.uk 🏁

  • Right from the get-go: setting up a negative to turn it into a positive with “sorry.”

    • Complete ideas > complete sentences!

  • Tactical parenthetical sentence!

  • Use repeated “ands” instead of commas for feel & emphasis.

  • Repetition on “everybody” culminating into the CTA.

  • Imitators vs the original gangster — announcing & winning a competition no one else can win.