Have a read of this wonderful vivid ad that Roy H Williams wrote.
You are standing in the snow, five and one half miles above sea level, gazing at a horizon hundreds of miles away. It occurs to you that life here is very simple: You live, or you die. No compromises, no whining, no second chances. This is a place constantly ravaged by wind and storm, where every ragged breath is an accomplishment. You stand on the uppermost pinnacle of the earth. This is the mountain they call Everest. Yesterday it was considered unbeatable. But that was yesterday. Rolex believed Sir Edmund Hillary would conquer Mount Everest, so for him they created the Rolex Explorer. In every life there is a Mount Everest to be conquered. When you have conquered yours, you’ll find your Rolex waiting patiently for you to come and pick it up at Justice Jewelers. I’m Woody Justice, and I’ve got a Rolex for you.
Roy’s Writing Tips
Double the verbs; whack the adjectives. Search for evocative words. Sniff out overused phrases. Stimulate customers’ minds with thoughts more interesting than the ones they were previously thinking.