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21-NOV-2024 | Puffed Wheat’s “Doing as little as possible” Ad

Author

Dan Bogachek
November 21, 2024

Puffed Wheat’s “Doing as little as possible” Ad

We earn our living by doing as little as possible.

We’ve got fixed ideas about the way Puffed Wheat should taste.

We’ll do anything to preserve the natural flavour of the original wheat grain.

Even if it means doing virtually nothing.

(Which it does.)

We simply take the grains of wheat and shoot them from guns.

Nothing more. No cooking, no coating, no cutting.

When the shooting’s over, the grains are puffed up to eight times their normal size.

They’re crisp and toasty. So light, they’ll float on milk.

We haven’t harmed the wonderful wheaty flavour, though.

That would really go against the grain. 🏁

  • The “makes no sense” hook. Create confusion, then explain it away.

  • Whenever you see “we”, it’s usually linked to a core “why” or mission. “We’re all about the flavour.” We identify with mission on an almost subconscious level.

  • Complete ideas > complete sentences.

  • Tactical parenthetical sentence! (Borrowed from VW.)

  • Punny punchline never fails.

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].