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5-SEP-2024 | The Walrus' "It's probably not for you" Ad

Author

Dan Bogachek
September 05, 2024

The Walrus' "It's probably not for you" Ad

It’s probably not for you.

In truth, we know our magazine isn’t for most people. It’s a magazine that aspires to engage readers in thoughtful, intelligent discussions important to Canadians. Discussions that go beyond the sound bites of 24-hour news channels, text messaging shrthnd, or 140-character tweets. But please do follow us on Twitter :)

The Walrus is a magazine that takes its time to investigate stories.

Our goal is to say it best, not first. It’s why we’re Canada’s best mgaainze you’ve probably never read. Now, if you’ve read all the way up to this point and reading isn’t something you would normally do, our apologies. To make it up to you, here’s a word of the day for your personal growth — subversive: seeking or intending to subvert an established system or institution.

If you’d like to learn even more, you can subscribe at walrusmagazine.com. If attention span short, follow @walrusmagazine.

Mechanics:

  • Qualification through polarization

  • Some witty humor

  • Implicit compliment

  • Planting the aspiration to fulfill the identity linked to the compliment

  • Status

  • Transmuting weakness into a rare strength

Hook → “You’re not invited to the club. Oh look, here’s a bunch more text. Itching to know how we’re justifying this insult, aren’t you?”

Punchline → “We don’t write for everyone — we write for smart people.”

Bit of a meta joke (the part about “subversive”).

The hook, again — because your eyes are drawn to it, credit to the clever layout. “You read this ad, so 😉 we both know you’re not like the other girls. You should follow through and subscribe.”

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].