Haggar’s “Leprechaun riding a unicorn” Ad

• Hook: a playful, over-the-top challenge. It works so well in part because the wager is outlandish — so off the bat it’s entertaining and in good fun.

• Benefits >> features. Except for when the features are the benefits: “khakis that are guaranteed for life, that don’t require ironing, that have our Bigger, Unrippable Pockets and feature a Do-It To-It Waistband to help you comfortably accomplish any task…”

• Repetition through riffing to drive the point home (starting at “Like an actual leprechaun…”). Hook-punchline sandwich to boot. Yee-yee!

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].