Daily Copy Club
Excerpt image

Another good “If you were...” Ad

Brand: Rolex

If you were working here tomorrow you’d wear a Rolex.

It takes a special kind of stamina to spend prolonged lengths of time deep under water. Stamina in a watch, no less than in a man.

So when Dr. Joseph B. MacInnis, the creator of Sublimnos scientific experiment in Georgian Bay, goes down, the watch he depends on is a Rolex Submariner.

It’s a big, tough watch.

Its classic Oyster case is carved out of a solid block of hardened Swedish stainless steel. Inside the solid pressure proof walls is a 26-jewel self-winding movement.

So painstakinginly accurate is the workmanship that every Rolex Oyster takes more than a year to make. Dr. Joseph B. MacInnis and divers the world over think it’s time well spent.

The Rolex Submariner, with matching bracelet, costs $210.
Notes

  • Longer sentences to illustrate, shorter to punctuate. “It’s a big, tough watch.”

  • The lone number stands out here. Specificity for stickiness: 26-jewel.

  • Strategic passive voice to create sturdier claims. “Is” is much more set in stone than “We do so and so this way.” “Well, do you actually?” is the instant reply. But not the case with “is.”