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30-JAN-2025 | Kintab’s “Save the earth twice a day” Ad by Paul Belford

Author

Dan Bogachek
January 30, 2025

Kintab’s “Save the earth twice a day” Ad by Paul Belford

Save the earth twice a day. Here’s how: Get up. Brush your teeth. And do the same thing at night. Then repeat forever. But just make sure that you’re always brushing with our minty toothtabs. A refreshing alternative to the toothpaste that comes in plastic tubes. Toothpaste tubes are absolutely fine of course until you have to throw them away. Because ‘away’ just becomes that giant plastic island in the Pacific. Instead, use Kintab in refillable, plastic-free packs and keep your teeth clean and the world fresh. 🏁

  • Hook: commanding your reader + aspiration + puzzle. “Ok… how is this even possible?” So we read on to find out.

  • Short short short sentences to punctuate! And of course: complete ideas > complete sentences.

  • Conservation of momentum from one sentence to another with “and,” “but,” “because.”

  • Quieter, but in the background: the little input, big output pattern. The human brain loves this one. One little change in toothpaste → saving the world.

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 flip open the laptop.

Or… what if:

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, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].