Long Life Magazine’s “Man Machine” Ad by David Pascal

Let’s unpack.

Hook: “What is the dividing line between technology and man?”

Next, we quietly answer, with a wink: “there is no line”. Anchoring the idea with repetition. And we know what repetition does. It legitimizes. Legitimizes.

“Our eyes.. our ears… we talk… we live... sometimes we are…”

A progression from human features to human identity — a crescendo.

We come full circle. “We made the technology. And now the technology is re-making us.” Human-machine, then we swap back to machine-human. A setup for the first half of a neat couplet.

Human-to-machine: “When a machine breaks down we can fix it.”

Now for the second half.

Machine-to-human: “And when a human being breaks down? The time is coming when we can fix that too.”

Logo.

NASA clean-room clean.

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].