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6-JUL-2024 | Nike’s “Before the Invention of Ceilings and Walls” Ad

Author

Dan Bogachek
July 06, 2024

Nike’s “Before the Invention of Ceilings and Walls” Ad

The one story all of us hold near and dear: “Once upon a time…” 😍

Long before the invention of ceilings and walls,

man roamed the earth feeling happy and healthy and free. Yet he longed for something more. And so man began to change his world, and he built condos and frozen yogurt stands and variable-speed computerized treadmills, until one day he realized these were not the things he had longed for all those years ago. What he had longed for was something to cushion and protect his feet while he was hightailing it through the woods.

And so man began wearing outdoor cross-training shoes by Nike. Fortunately, he had only been building things for two million years, so there were still plenty of places to roam.

  • Repetition on “long” and “longed.”

  • Short sentences to make points, long sentences for illustration. The contrast keeps things interesting.

  • The idea being planted: “All that other stuff? That’s not really important. But getting back to nature? Nike gives you that.”

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].