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5-DEC-2024 | Perrier’s “Before Man Made Fire” Ad

Author

Dan Bogachek
December 05, 2024

Perrier’s “Before Man Made Fire” Ad

Before man made fire, the earth made Perrier.

When the earth was still a fairly young planet, and getting itself into shape, there was born a marvelously clear and sparkling spring, a spring we now call Perrier.

And it was good.

Because before men learned how to flick their flints and make a warming bonfire, they had to learn how to quench their thirst. Of course, they couldn’t all afford to be choosy. So it was a very lucky few who lived in the vicinity of Perrier. A high rent district, n’est-ce pas?

Today, anyone almost anywhere in the world can enjoy the primeval purity of Perrier. Earth’s first soft drink.

…

Because though man makes love, makes war, makes fire — only the earth can make Perrier. 🏁

  • Hook: the beginning of everyone’s favorite story — “once upon a time.”

  • Long-short contrast. “When the earth was still… And it was good.” Illustration followed by punctuation.

  • Conversational momentum with “and” & “because.”

  • Hook-punchline sandwich. The seed: “it’s the original and there’s nothing else like it.” It works so well because it’s a practically unopposable claim.

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].