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3-JAN-2025 | Peter Gatley’s Wimbledon Ad for Fisons

Author

Dan Bogachek
January 03, 2025

Peter Gatley’s Wimbledon Ad for Fisons

Thanks to us, the seeds always do well at Wimbledon.

Centre Court at Wimbledon is regarded by many as the finest playing surface in tennis. Thanks to a combination of skill, patience and, we’re happy to say, Fison's’ lawn treatments.

Yet a beautifully green, hardwearing lawn is by no means the exclusive preserve of the All England Lawn Tennis & Croquet Club. A single application of Fisons Evergreen Extra will feed your grass and kill moss and weeds.

Which means you can sit back and look forward to some exciting results.

Just like at Wimbledon, in fact. 🏁

  • The “Claim” Hook → gloating to create curiosity. In our heads our first reaction is “Well surely not…”

  • Then the explanation: honoring pedigree/status while still taking credit for the positive result.

  • A little input → a lot of output: “A single application…” Contrast to amplify. Then associating the final outcome of relaxation. Remember: sell the benefit, not the feature.

  • Hook-punchline sandwich! Punchline makes the callback to Wimbledon.

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:
[email protected].