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8-JAN-2025 | Schlitz’s “Could You See” Ad

Author

Dan Bogachek
January 08, 2025

Schlitz’s “Could You See” Ad

Could You See

How Schlitz beer is brewed, you would never buy any other.

You would see plate glass rooms, filled with filtered air, where we cool it.

You would see glass-lined tanks where we age it so long that it cannot cause biliousness.

How we filter it through white wood pulp. How we sterilize every bottle. How cleanliness is carried to extremes.

You would realize better how much purity means if you saw the methods we use, and the amount we spent to attain it.

Ask for the Brewery Bottling. See that the cork or crown is branded Schlitz.

Schlitz
The Beer That Made Milwaukee Famous. 🏁

  • Hook — “you” and vagueness to spark curiosity.

  • A timeless technique: create a competition which you and only you win — often it’s as simple by talking about it first. In this one, it’s purity. Purity implying high quality (and probably good taste) > competing on taste and price like everyone else.

  • The main “what” is the central hub, with all the “how” pointing back. All written to make you visualize and activate your imagination. And speaking of: we’ve got repetition on “how.” Repetition legitimizes, repetition legitimizes, repetition legitimizes.

  • And again in the tagline — another first claim to status: “The beer that made Milwaukee famous.”

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].