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- 6-JAN-2026 | Lurpak Butter’s “The Pan Awaits” Ad by Peter Gatley
6-JAN-2026 | Lurpak Butter’s “The Pan Awaits” Ad by Peter Gatley
Dan Bogachek
January 06, 2026
The Vault from Copywork365
The swipe file is dead.
Literally, and maybe figuratively as well.
When I first started working on this project, I gave it the working title, Toolbox. And the simple tagline was: the swipe file on roids.
But the more I worked on it, the more it became clear that this wasn’t just a box of tools. And calling it a swipe file wasn’t accurate, either. Roided up, or otherwise.
Because at its core, the swipe file is merely a collection of pictures or text. A pile, in other words.
This thing behaves more like a navigable map.
And no matter how much stuff you hoard into a swipe file, its contents are inert.
This, on the other hand, grows deeper over time. Its contents are living.
So, henceforth, this will be known as…
(This is just a placeholder, made with the help of AI.
So hit me up if you can make this more human & prettier!)
The Vault is an atomic copywriting database. As far as I know it’s the first of its kind, so that’s what I’m calling it.
It’s a database of world-class excerpts just like the ones we cover right here on the daily. Spanning ad copy, webpage copy, and literature.
Each excerpt is x-rayed and dissected to reveal what makes everything tick, how it works — on the most granular level. (Hence, atomic.)
It covers all the tools, techniques, and psychology we touch on here, but in their full depth. Making it easy to master these “devices” and then apply them to your own persuasive writing. You can even filter by author or brand to steal the secret sauce from your very favorite writers, copywriters, and brands.
Same as before, I’ve still got a forever deal for you.
If you join the waitlist below, you get exclusive lifetime access for an ultra-low flat fee when The Vault launches. (It’s looking like Q1 or Q2 of 2026.)
After all, a sweetheart deal is the least I can do to thank you for your support.
And as I’ve mentioned before, yes, I really do mean lifetime.
Even if the internet ceases to exist. I’ll toil day and night to make sure you receive a physical copy. With however many thousands of excerpts this accumulates over its lifetime.
Pinky promise.
When was the last time you thought about breakfast? A proper breakfast. A breakfast that’s come out of your kitchen, not your pocket. Saturday. Work week over, the day’s yours. Start with a decent pan. Good butter. (Go on, have a guess.) Now, what’s it to be? Perfectly runny omelette day? Or perhaps fried egg. With cracked black pepper speckles. What about mushroom day? Big mushrooms. On big bread. Big pot of tea. Or pancake day? Why only one? (Pancakes are too good for one day.) Who couldn’t love blueberry pancakes with maple syrup? Or the person that makes them for us? It’s Saturday, breakfast day. The pan awaits…
SATURDAY IS BREAKFAST DAY 🏁
If you read this when you’re hungry, it’ll make you salivate. I know I did.
Your brain then associates this beautiful palate daydream with Lurpak butter.
Pavlov would nod approvingly. Brilliant stuff.
