1-FEB-2025 | “Volkswagen loses” Ad

Author

Dan Bogachek
February 01, 2025

“Volkswagen loses” Ad

Volkswagen loses

Maybe you didn’t even notice, but there was a Volkswagen in the Hardie Ferodo 500 at Bathurst.

And who could blame you? After all, with the big boys tearing around at 130 plus, getting about 8mpg and wearing tires out like fury there’s not much else to notice.

Nevertheless, there was a Volkswagen in the 500 and it did finish.

And while it was going around it averaged better than 20 mpg and there was still lots of rubber left on the original tires.

And over the 500 the Volkswagen averaged over 60mph.

So if you’re the kind of person that’s impressed by figures, test drive a VW.

Maybe we didn’t win.

But you will. 🏁

  • Subversion of expectations: “Volkswagen loses? Huh?”

  • “You” in the very next sentence. Immediately gets you involved in the story.

  • Conservation of momentum with “and,” “so,” “maybe,” and “but" at the start of sentences.

  • Spinning a negative into the ultimate positive. Losing a competition on finishing first… in reality that’s just crushing a competition on stuff customers actually care about. “Can you believe this fish actually managed to climb up a tree? Look how we did, pretty sick stats right?”

  • Hook-punchline sandwich for the bow on top. “Volkswagen loses” → “Maybe we didn’t win. But you will.”

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].