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  • 12-MAR-2025 | Excerpt from Neil French’s Pontaprint Ad

12-MAR-2025 | Excerpt from Neil French’s Pontaprint Ad

Author

Dan Bogachek
March 12, 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 Neil French’s Pontaprint Ad

You fell for it, didn’t you? You didn’t read this, the first line, first. You read the fifteenth. Gotcha! Why?

Let’s be honest, that line we conned you into reading is hardly a classic, is it?

It’s not ‘clever.’ It lacks a twist. And of course it lacks the most essential of all the ingredients of a great line: The Pun.

What’s more, it’s not set in huge, kick-em-in-the-nuts-and-ask-questions-afterwards capitals, or indeed, in huge, ditto, anythings.

It’s set in measly little twelve-point: Palatino Roman, for the pedantic amongst us. And it sits between a hundred and fourteen other lines, all set in measly little twelve-point Palatino Roman.

After you finish the excerpt, read the whole thing. It’s worth it.

You can feel the interaction between the narrator and yourself. Classic Neil French. Repetition for emphasis and really pleasing symmetry.