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  • 11-JUN-2024 | The Walrus’ “Most People Don’t Get It” Ad

11-JUN-2024 | The Walrus’ “Most People Don’t Get It” Ad

Author

Dan Bogachek
June 11, 2024

The Walrus’ “Most People Don’t Get It” Ad

This one’s a bit long.

If you’ve had a long day, set a sixty-second timer and stop when it goes off. But if you’re feeling extra sparky, go for the whole enchilada.

Most people don’t get how a magazine can exist without a George Clooney cover at least once a year. They don’t get how a magazine can ignore hard-hitting issues like celebrity cellulite and meals in minutes. They don’t get how a magazine can be a champion of long-form journalism in our need-it-now, BRB-WTF-LOL world.

The Walrus is a magazine for Canadians who want to engage in vital conversations about our country. Discussions about Canada’s departure from peacekeeping, the origins of hockey, and Montreal’s latest music sensation. Subjects that are thoroughly explored with intelligence, perspective, and insight. If we haven’t lost you yet, we’re off to a good start. If you enjoy a good think and a great debate, then we’ll hit it off. If you think this tweet looks a little long, get back to class, young man.

If you’re not like most people, then you should subscribe at walrusmagazine.com. If you’re still wondering what’s to get, visit walrustv.ca for now.

  • The repetition from the hook into the first paragraph builds curiosity: “where is this going?”

  • Psychology: everyone likes to feel special and smart. This ad creates an in-group which satisfies these needs. And it offers an implicit challenge: “do you have the intelligence to appreciate this?” In theory, the target audience should self-select — which is what they’re after in the first place.

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].