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29-APR-2025 | Excerpts from Tate Britain’s “I’ve Just Split Up” Ad

Author

Dan Bogachek
April 29, 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].

Excerpts from Tate Britain’s “I’ve Just Split Up” Ad

The I’VE JUST SPLIT UP Collection

We know how it feels. You don’t even want to wake up in the morning. Your confidence has taken a bit of a knock and we understand. So much so we’ve prepared a little Collection to cheer you up. Especially, since you have a little more time on your hands now. (Sorry). Ready to feel better? First, stand in front of the Pre-Raphaelite masterpiece Ophelia from Hamlet by Millais. See? Someone else went through that too. Her loneliness should make you feel… less lonely, strangely enough. Maybe it’s not the end of the world for you. Actually, you should look at the monumental The Last Judgement by John Martin in Room 9. Now, that is the end of the world, quite literally. This painting will help you put things in perspective, so no more sobbing, alright? Now we should talk about your future.

…

Everything will be okay. And remember, we’re always here for you (10.00 - 17.50 daily). 🏁

Super heavy on bringing the voice to life.

  • Self-selection hook. It will resonate immediately with the people who self-identify, and then they’ll want to find out why.

  • So much “you.” And it works especially well when the intent is to empathize with the reader’s internal state.

  • Rhetorical questions serve as a conversational pep-up.

  • Tactical parenthetical sentence like someone’s leaning in and mouthing it. Getting even closer to the reader.

  • Reassurance with a gentle “call to action.” It’s not telling you to do anything, it’s simply leaving the door open. “Maximum invite, minimum pressure.”