“This episode is brought to you by Tommy John the best in class underwear.

[Best In Class is our Back To School campaign running concurrently with this ad read, I want customers to hear and see the same phrase throughout their journey with us. The double meaning of best-in-the-school-classroom, and the best-in-underwear- available served us well here. For this read the listener will take the phrase at face (ear?) value that we’re simply the best.]

Guys, summer is raging and like they say, “it’s not the heat that’ll get ya, it’s the humidity”.  

[I always like to start a spot with a memorable phrase, something the customer gets instantly, something that they can empathize with, the phrase also quickly gets to the problem that customers are experiencing at this time of year. I chose the word ‘raging’ as it fits with Rogan’s vernacular].

Tommy John targets humidity right where you need it, keeping you cool and dry by pulling moisture from your skin, and evaporating it quickly to stop the lingering sweat that causes chafe.  

[We then reveal that the humidity we’re talking about is in your pants, and that Tommy John is the solution. We explain the ‘how’ here too, pulling away from the skin/evaporation - we’re backing up what we say with how we do it.]

In fact Tommy John can evaporate sweat up to five times faster than regular cotton.

[Great stat. If above was the ‘how’, this is the ‘why’. An easy number to recognize, tells the customer why we are better.]

They have a pair for everyone with a ton of colors and designs available with fabric that contains up to four times more stretch than competing brands for the perfect fit all day.

[Wide appeal, something for everyone, for the curious customer we now say we have something for you. Another reason as to why we’re better than everyone else - we have four times more stretch in our fabric. Data shows us that ‘fit’ is the top attribute customers look for when buying new underwear.]

Plus your first purchase is covered by their Best Pair Guarantee - so if you’re not happy you get a full refund no questions asked. There’s really nothing to lose.

[To get customers over the finish line you have to make them feel safe, there’s nothing like a guaranteed refund, and honestly, not many people take it up because the underwear is that good. Seriously. Having Joe back this up with ‘there’s really nothing to lose’ is powerful.]

Look, with 30 million pairs sold there are thousands of other dudes wearing Tommy John right now that are way more comfortable than you. Don’t settle for less. I wear Tommy John, they’re awesome, you should wear em too. 

[I used ‘Look’ to keep it folksy, down home and informal, it gives a level of I’m-on-your-level-honesty. It’s these small touches that make a read like this. Stating that there are other guys experiencing a better way to live is really targeting the FOMO animal brain of guys. Why can’t I live a better life? Dude, you can, just buy our underwear. The personal endorsement from Joe is also extremely powerful. Some say you need it at the start, I like it at the end as the last thing you’re left with. ]

Stay cool all summer go to Tommy John dot com slash ROGAN for 25% off your first order.”

[The easy encapsulation of what you’ll achieve - you’ll stay cool - and the super easy code for 25% off should be the last push a listener needs to become a customer]