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  • 3-SEP-2024 | Excerpt from Timberland’s “We line our boots with boot” Ad

3-SEP-2024 | Excerpt from Timberland’s “We line our boots with boot” Ad

Author

Dan Bogachek
September 03, 2024

Excerpt from Timberland’s “We line our boots with boot” Ad

We don’t line our boots with fur. We line our boots with boot.

Have you any idea what happens to the body at 20° or 30° below?

The blood thickens. The brain slows. Your concentration lapses. Energy can drain from you faster than water from an emptying tub.

Of course, the body doesn’t take this kind of treatment lying down.

Something called a neuro vascular impulse hunts blood away from your extremities to vital organs like the heart, kidneys and liver.

Which is very clever of it.

Except that a lot of people regard their extremities as pretty vital too.

Particularly their feet.

Twist the knife. Then twist some more.

The deeper you get your reader into a conundrum, the more they’ll want to see how you get out of it and deliver the punchline.

Also, Timberland never says:

“your feet become frostbitten and then fall off.”

Don’t insult the reader’s intelligence. Let them fill that blank in themselves. Far stickier when their own brain produces the answer, and their ego stays intact.

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].