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  • 26-NOV-2024 | Excerpt from David Abbott’s “Under-age Armagnac” Ad for Sainsbury’s

26-NOV-2024 | Excerpt from David Abbott’s “Under-age Armagnac” Ad for Sainsbury’s

Author

Dan Bogachek
November 26, 2024

Excerpt from David Abbott’s “Under-age Armagnac” Ad for Sainsbury’s

Sainsbury’s won’t put their name on an under-age armagnac or an over-age mint.

Before there was cognac there was armagnac.

It has been produced in Gascony for over 500 years and can justly claim to be France’s oldest brandy.

A smooth, gently aromatic drink, its flavour owes much to the oak casks in which it is matured.

Each local distiller has his own traditional recipe for the perfect blend and armagnacs can vary greatly in character.

Sainsbury’s have chosen a slightly ‘softer’ armagnac than most from a family firm right in the heart of Gascony.

Although armagnac can be legally sold at 3 years’ maturity, Sainsbury’s selected a VSOP armagnac which must be at least 4 years old. 🏁

  • The hook is intentionally cryptic: “we won’t do this.” So it naturally elicits, “Well if they won’t do that, then what will they do?”

  • This always sticks out to me: you need fewer commas than you think.

  • Everyone loves “once upon a time” — because everyone loves a story.

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].