24-JUL-2024 | Martini Ad

Author

Dan Bogachek
July 24, 2024

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Martini Ad

Songs do it. Movies, too. But my gut says that a smaller portion of long copy ads sell using what you might call…

Zest for life.

There are two kinds of people
The lucky ones and the unlucky ones.
The unlucky ones are the ones who ask “why?”
The lucky ones just ask “why not?”

And whilst the unlucky ones sit back,
watch the world pass them by and
become spectators of their own lives.
The lucky ones kiss life everyday knowing
it will kiss them back in return.
Martini knows that which side you’re on
doesn’t depend on fate or destiny.
But on the choices you make and
the attitude you take.

There is no such thing as luck.
Because you can create your own luck with
the right attitude and the right state of mind.
So charge your glass, take a chance,
live a little and see where the night takes you.

[Logo]
Luck is an attitude

  • “There are two kinds of people” — create an in-group to create an out-group, and make it about identity. Make it a binary. Reminds me of red pill/blue pill.

  • Juxtaposition between the red pill (lucky) and the blue pill (unlucky) creates carrot and stick.

  • Not once does the ad mention alcohol by name, taste, quality — it’s selling agency, enjoyment, and empowerment.

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