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  • 2(ish)-OCT-2024 | Excerpt from Bremont’s “HMS Victory” Ad

2(ish)-OCT-2024 | Excerpt from Bremont’s “HMS Victory” Ad

Author

Dan Bogachek
October 03, 2024

Excerpt from Bremont’s “HMS Victory” Ad

A watch made from parts of HMS Victory?

We do not anticpate huge sales in France or Spain.

It’s hardly surprising.

The Bremont Victory chronograph is an unashamed tribute to the greatest ocean-going vessel in British naval history.

The ship that, under the audacious leadership of Admiral Horatio Neslon, vanquished the combined might of the Franco-Spanish fleet at Trafalgar.

If your name is Marcel or Pedro, you may want to look away now.

Neslon went into battle outnumbered and outgunned.

And yet, led by HMS Victory, the British captured twenty-one French and Spanish ships, destroyed one and lost none.

A stunning 22-0 away win.

On that October day in 1805, Britannia really did rule the waves.

Today, the Bremont Victory chronograph borrows more than just the name of the famous vessel. 🏁

  • The 1-3 — jab, hook. Open up with a question, then answer provocatively.

  • Even visually, you see the variation in length. Longer for illustration, shorter for punctuation/finger-jabbing. Which brings us to…

  • Complete ideas, not necessarily complete sentences.

  • A fun in-group out-group tactic — intentionally addressing the out-group and alienating them with a wink. Amplified further in this case by making a callback to the hook.

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].