• Copywork365
  • Posts
  • 8-FEB-2026 | Tom McElligott’s “Monday Night Football” Ad for Mini Mart

8-FEB-2026 | Tom McElligott’s “Monday Night Football” Ad for Mini Mart

Author

Dan Bogachek
February 08, 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. 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. 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.

Tom McElligott’s “Monday Night Football” Ad for Mini Mart

Go Patriots!

It’s halftime on Monday Night Football and you want some beer and pretzels. Where are you going to go?

When you want something good to eat or drink, but don’t want to grow old waiting in line to buy it, come to Mini Mart.

At Mini Mart you can get most of the things you’ll find at supermarkets, without standing in line behind six or eight loaded shopping carts.

That’s because Mini Mart is specifically designed so you can get what you want fast.

With handy, close parking. Clean, bright, organized stores. And check-out service that takes the wait out of buying groceries.

At Mini Mart, we won’t hand you a line. 🏁

  • The hook poses you a question. Which then invites you to read on what they might say about your thoughts. Addressing the reader’s thoughts creates an interesting dynamic — the interaction feels a little more alive.

  • Benefits, not features. The one “how” (“it’s specifically designed”) immediately points to the key benefit of fast service. Extra credibility.

  • Written with a ton of “you.”

  • We see these all the time, and McElligott’s copy uses them a lot: sentence fragments. Pssst… no one cares. Complete ideas > complete sentences.

Also go Seahawks!