Export Dry’s “Smells Like You’re Being an Idiot” Ad

In a world where you’re constantly pandered to, it’s refreshing to get some light-hearted elbows.

A reminder that you can be your reader’s buddy.

1. The hook makes you ask, “What exactly makes me the idiot?” — your curiosity will almost certainly get the better of you.

2. There’s an implicit dialogue, even if we assume it’s mostly non-verbal facial expressions on our end. “What do you hope to smell there, sir?” all the way to “So what are you waiting for? Oh, ok…” — the copy interrupts us when we start answering the first question. Subtly playful.

3. Posting a sign, then pointing to it. “Let nothing come between a man and a great beer” → “We live beer, and we believe in the mission, so we can confidently say our beer is great.” → Export Dry is a great beer.

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].