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  • 8-APR-2025 | Excerpt from Bragg Apple Cider’s “Why in the world” Ad

8-APR-2025 | Excerpt from Bragg Apple Cider’s “Why in the world” Ad

Author

Dan Bogachek
April 08, 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].

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

Anyways, no matter how much we scratched our heads, we just couldn’t figure it out.

Why do they even need advertising?

It made no sense.

Not only did an ad for Bragg feel like a huge waste of our time but it also felt like a complete waste of yours.

And this is coming from two people who spent all morning researching lunar landing conspiracy theories.

Sure we could tell you about the ‘Mother’ bacteria. How it can clear your skin, regulate your metabolism, yada, yada, yada.

But what’s the point?

It’s like trying to explain why water is good for you.

it’s just a no brainer.

Unnecessary, really.

At least it sure feels that way, and we’re almost done writing this thing.

But we aren’t going to march down the hall to our boss’ office, stomp our feet, and complain about doing our jobs.

That would be just as pointless as a ridiculously long-winded, self-serving ad about how healthy Bragg’s Apple Cider Vinegar is.

Nevertheless, we’ll keep writing.

Bragg wanted this ad, so who are we to argue.

We’re just doing our jobs.

So healthy it sells itself. 🏁 

High-cost signaling at its finest. The main idea, both implied and explicitly said here:

“It’s so good we’ve got nothing to prove.”

And even though it’s very “we”-centric, there’s still plenty of “you” in there. Big “between us girls” vibe.

A great example of rhetorical, self-aware, conversational writing.