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12-FEB-2025 | Excerpt from Bragg Apple Cider Vinegar’s “Why in the world” Ad

Author

Dan Bogachek
February 12, 2025

Excerpt from Bragg Apple Cider Vinegar’s “Why in the world” Ad

Why in the world does this ad exist?

It definitely wasn’t our idea. We’ll tell you that much.

Why would an ad for Bragg’s Apple Cider Vinegar be a good idea?

This was the question we kept asking ourselves.

Over and over.

Hell, it even kept us up at night.

And who wants to lie awake after a long day of work, staring at the ceiling with apple cider vinegar on the mind?

There are so many other things we should be thinking about.

Like what’s for breakfast tomorrow. Or, the fact that taxes are due next month and we haven’t even printed the forms.

There are forms, right?

Or do we get a guy to handle it?

Eh, we’ll worry about that later. 🏁

  • Question hook with a meta twist.

  • Repetition in the form of questions. The consultation with the reader mixed with the carefree attitude throughout is endearing.

  • The classic hairy dog ad. It does everything it can to avoid advertising to you and entertains you instead. In a sea of hard-sells, this stands out as a refreshing (and memorable) change of pace.

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:
dan@copygloss.com.