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11-JUN-2025 | The Walrus’ “Most People Don’t Get It” Ad

Author

Dan Bogachek
June 11, 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].

The Walrus’ “Most People Don’t Get It” Ad

Most people don’t get how a magazine can exist without a George Clooney cover at least once a year. They don’t get how a magazine can ignore hard-hitting issues like celebrity cellulite and meals in minutes. They don’t get how a magazine can be a champion of long-form journalism in our need-it-now, BRB-WTF-LOL world.

The Walrus is a magazine for Canadians who want to engage in vital conversations about our country. Discussions about Canada’s departure from peacekeeping, the origins of hockey, and Montreal’s latest music sensation. Subjects that are thoroughly explored with intelligence, perspective, and insight. If we haven’t lost you yet, we’re off to a good start. If you enjoy a good think and a great debate, then we’ll hit it off. If you think this tweet looks a little long, get back to class, young man.

If you’re not like most people, then you should subscribe at walrusmagazine.com. If you’re still wondering what’s to get, visit walrustv.ca for now. 🏁 

  • The repetition from the hook into the first paragraph builds curiosity: “where is this going?” Going from “most” to “they.”

  • Psychology: everyone likes to feel special and smart. This ad creates an in-group which satisfies these needs. And it offers an implicit challenge: “do you have the intelligence to appreciate this?” In theory, the target audience should self-select — which is what they’re after in the first place.