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22-DEC-2024 | Excerpt from Bremont’s “The Second World War” Ad

Author

Dan Bogachek
December 22, 2024

Excerpt from Bremont’s “The Second World War” Ad

An Enigma machine could encrypt letters in more than 158 million million million different ways. (Your odds of winning the lottery look positively generous by comparison.)

But with the code cracked, the Allies were able to follow the movements of the U-boats and route the convoys around them. And, in May 1943, Admiral Donitz conceded defeat in the Battle of the Atlantic, leaving the way clear for the D-Day landings.

It was only one of many instances where intelligence gleaned at Bletchley Park helped influence the outcome of key events in the war.

The Bremont Codebreaker commemorates the work of Alan Turing, Gordon Welchman, Tommy Flowers and the 9,000 men and women who served there. 🏁

  • Association with powerful symbols. In the reader’s mind, all the glory of the heroes at Bletchley Park is immediately juxtaposed with Bremont — and some of that rubs off on Bremont by the associative property.

  • Specificity with numbers to make it memorable — “158 million million million”, “9000 men and women”.

  • Tactical parenthetical sentence, and talking directly to you as a bonus.

  • We didn’t cover the hook. But if you’re familiar with the war, “1939-1947” should instantly pop out at you — because the war ended in 1945. It’s an intentional setup: “it would have lasted that long without the magic at Bletchley.” Very cool. And this error hook automatically attracts the exact buyer Bremont wants to reach: someone who would know enough about the war history to notice. This exact person would naturally investigate the error by reading further, be interested in the commemorative timepiece, and go “aha, they got me” by the end.

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].