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18-DEC-2024 | National Newspapers of Ireland’s “Figment of our imagination” Ad

Author

Dan Bogachek
December 18, 2024

National Newspapers of Ireland’s “Figment of our imagination” Ad

You are a figment of our imagination.

But the real question is why are you wearing so many clothes? Forgive us, but normally when we imagine people they are more of the naked, nubile type.

No, you aren’t the usual muse we muse over. Yet everyone insists you are a fantasy, no-one reads the paper anymore they say. But here you are, sitting reading the paper.

You and over 580,000 others. All stubbornly wearing clothing.

Newspapers. Still making headlines. 🏁

I love this confrontational type of ad.

Also, a great example of why the hook is so, so important — the rest of the copy takes the original point and drives it.

Double meaning in the punchline makes for a cheeky final touch.

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:
dan@copygloss.com.