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  • 7-MAY-2025 | Excerpt from The Ball Partnership’s “Spelling Mistake” Ad

7-MAY-2025 | Excerpt from The Ball Partnership’s “Spelling Mistake” Ad

Author

Dan Bogachek
May 07, 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].

Excerpt from The Ball Partnership’s “Spelling Mistake” Ad

There is a Spelling Mistake in This Advertisement.
The First Person to Spot it Will Recieve $500.

No, it’s not in this line.

Or, you’ll have guessed, in this line, either.

You’re going to have to read this entire page, with the eyes of a school examiner, to spot it.

Which, when you think, makes it rather a good advertisement, doesn’t it? Since ads, like the editorial they sidle up to, are written to be read.

How many of the other ads in this week’s ‘Media’ are going to get this amount of attention?

One, maybe? Two? 🏁

Another example of the self-aware ad. This one’s for recruitment.

  • Use your voice and talk to your reader. “What will they address me with next?”

  • Momentum bridge words at the starts of sentences: “Or,” “which.” Similarly, the use of “since” also does this somewhat — it connects the current thought back to the previous sentence.

  • Questions within an established “you” context. Great combo for keeping attention & generating curiosity. Whether it’s a question aimed directly at the reader, one which groups the reader and the voice together, or simply a rhetorical question. Also a natural way to introduce a new point or segue to a different one.