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8-DEC-2024 | Excerpt from BMW’s “Strong Silent Type” Ad

Author

Dan Bogachek
December 08, 2024

Excerpt from BMW’s “Strong Silent Type” Ad

The strong silent type.

An apt description of the BMW 750.

And of the man who rides one.

Well balanced, they run cooler. Tight corners don’t faze them. They don’t get shook up over the roughest roads. And because they’re cool and smooth and agile, they can outlast the competition without half trying. With it all, the 750 is fast. Faster than a first-class touring bike has any right to be. On the turns or in the straights. BMW can go faster more of the time. It can lean way over — down to 47° — to make hairy curves feel superhighway-straight.

…

When you’re as tough and fast as a BMW, you can afford to be quiet about it. Ask the man who rides one. 🏁

  • Heavy lifter on this one: identity. The hook makes the reader self-select. Then everything that follows zeroes in on that identity and hits its intended mark.

  • All specs are results-oriented. “Outlast the competition" (fun for longer), “the 750 is fast,” “lean way over — down to 47° — to make hairy curves feel superhighway-straight.”

  • Grade 1 according to the Hemingway App. KISS.

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].