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  • 20-JUN-2025 | Atoms' "They're Not Cheap" Ad

20-JUN-2025 | Atoms' "They're Not Cheap" Ad

Author

Dan Bogachek
June 20, 2025

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].

Atoms' "They're Not Cheap" Ad

They’re not cheap.

It’s true.
$129 is a lot of money.
Especially for shoes.

Yes, we could make them cheaper.
But if we did that, they’d be cheap.

They wouldn’t last as long as they do.
They wouldn’t be made of the best materials on the planet.
They wouldn’t come in ¼ sizes to fit to your feet, perfectly.
They wouldn’t be as comfortable.

They wouldn’t be Atoms.

So, it’s safe to say.
Atoms will never be cheap.
And that’s a good thing.
Because you’ll always get what you pay for. 🏁 

1) They’ve turned their biggest objection into their greatest strength. Hook, details, and punchline.

2) Repetition legitimizes. Repetition legitimizes. Repetition legitimizes.

3) Tight, simple, one idea at a time. Grade 0 on the Hemingway App (!!), average of 7 words per sentence. Anyone can read and understand this copy.

And the key idea which gets planted by the end: “They’re not cheap — BUT…”