Mitsubishi’s “A Simple Screw” Ad

1) Subversion of expectations in the headline, to pull us right in.

2) Then we see just how much attention to detail goes into something as simple as a screw. It’s specific (3 inches, thousands of dollars, 26 years ago, super computers, 12 times), novel (how often do you read about screws?), and it’s a story — which makes it stick in the brain.

3) It’s an awareness ad. Its goal is to prime your brain for the next time you think about buying a car. So, the last thing they tell you is to imagine the quality of the rest of the car. And, end scene — we wrap on a high note.

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].