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23-AUG-2024 | Xerox’s “Crumple up this ad” Ad

Author

Dan Bogachek
August 23, 2024

Xerox’s “Crumple up this ad” Ad

Crumple up this ad.

Then take it to your local Xerox office.

Tell a sales representative that if the Xerox 5400 copier is so terrific, let’s see if the ball of paper in your hand will go through its document feeder.

Chuckle to yourself as he smooths out the ad and carries it to the 5400. After all, you’ve never seen a document handler that could handle a problem like this.

Then he may pause to tell you how the 5400 can automatically copy on two sides of a sheet of paper. He may even point out its uncanny self-diagnostic systems and lightning-fast automatic bi-directional sorter.

But you both know why you’re there.

At last, he slides the crumpled page towards the document handler and pushes the button. And… and… and…

Sorry. But what happens next is between you and your local Xerox representative. So pay him a visit, soon.

And find out if the original goes in.

And if it does, how the copy comes out.

A challenge and then a mystery.
I wonder how many people actually went through with this.

  • The hook should “push” your reader. Here we don’t insult, or present a paradox — but issue a challenge instead.

  • Written in “you” language.

  • Note how many sentences start with “but”, “so”, “and”, etc… It’s an easy way to make your copy sound conversational.

  • Similar to the Hershey ad we covered recently — the cliffhanger is intentional. The punchline happens in real life, when your curiosity gets the best of you 😉.

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].