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17-AUG-2024 | Excerpt from Rolex’s “12 meter” Ad

Author

Dan Bogachek
August 17, 2024

Excerpt from Rolex’s “12 meter” Ad

If you were racing a 12 meter here tomorrow you’d wear a Rolex

When the gun sounds off Newport for the America’s Cup, the best watch in the world will be on board.

It is a big, tough watch.

The Geneva-made Oyster case, for example, is carved out of a solid block of Swedish stainless steel. Inside its solid, pressure-proof walls is a self-winding 30-jewel date chronometer with accuracy certified by an official Swiss Institute for Chronometer Tests.

It takes more than a year to build the best watch in the world. The skippers of the America’s Cup contenders feel it was time well spent.

The watch they and their helmsmen wear is a Rolex Date Submariner. It’s guaranteed pressure-proof down to 660 feet.*

This ad is part of a long series of these “you’d wear a Rolex” ads. The important stuff:

  • Written in “you.”

  • Truth through implication. We don’t say, “It’s the best watch in the world.” We say, “It takes more than a year to build the best watch in the world.”

  • Identity, identity, identity.

  • Grade 6 on the Hemingway App.

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].