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  • 10-MAY-2025 | Haggar’s “Fabric engineer in a full nelson” Ad

10-MAY-2025 | Haggar’s “Fabric engineer in a full nelson” Ad

Author

Dan Bogachek
May 10, 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].

Haggar’s “Fabric engineer in a full nelson” Ad

Super soft and no iron. Proof that great things happen when you put your fabric engineer in a full nelson.

How did we create a super-soft polo that doesn’t look like a wrinkled sack of holy hell after its first go in the dryer? Well, its design was fueled by frustration. Fed up with polos that were either soft but always wrinkled, or never wrinkled but felt like cardboard, we put the task to our fabric engineer.

Make one right. One that lives at the crossroads of soft and no iron. One that’s guaranteed for life. One with a non-roll Damn Straight Collar that keeps its shape. A couple months later, he emerged from his design studio victorious. And the No Iron Mencasual Polo was a reality. Now, did we really threaten him with bodily harm? Absolutely not. As far as you know. 🏁

Tactics behind the questions. Both of them are funny, but they’re really there for setup.

The first creates the premise for the “why” — the pain in the reader. In this case: either soft and wrinkled, or not wrinkled but uncomfortable.

The second one tees up the punchline.

So many of our copy examples use a soft, humorous punchline… every time they do it, what they’re really giving you is one of these: 😉. In this case, we also have the classic callback to the hook. The hook-punchline sandwich.

Be the trickster. Then let your reader in on it with a wink and a smirk.

Also: repetition legitimizes, repetition legitimizes, repetition legitimizes.