• Copywork365
  • Posts
  • 10-MAY-2024 | Haggar’s “Fabric engineer in a full nelson” Ad

10-MAY-2024 | Haggar’s “Fabric engineer in a full nelson” Ad

Author

Dan Bogachek
May 10, 2024

Haggar’s “Fabric engineer in a full nelson” Ad

Note the tactics behind the questions.

Both are funny, but they’re really there for setup.

The first creates the premise for the “why” — the pain in the reader. In this case: either soft and wrinkled, or not wrinkled but uncomfortable.

The second one T’s up the punchline.

So many of our copy examples use a soft, humorous punchline… every time they do it, what they’re really giving you is one of these: 😉. In this case, we also have the classic callback to the hook.

Be the trickster. Then let your reader in on it with a wink and a smirk.

Super soft and no iron. Proof that great things happen when you put your fabric engineer in a full nelson.

How did we create a super-soft polo that doesn’t look like a wrinkled sack of holy hell after its first go in the dryer? Well, its design was fueled by frustration. Fed up with polos that were either soft but always wrinkled, or never wrinkled but felt like cardboard, we put the task to our fabric engineer.

Make one right. One that lives at the crossroads of soft and no iron. One that’s guaranteed for life. One with a non-roll Damn Straight Collar that keeps its shape. A couple months later, he emerged from his design studio victorious. And the No Iron Mencasual Polo was a reality. Now, did we really threaten him with bodily harm? Absolutely not. As far as you know.