Avis’ “Half-empty gas tanks” Ad

Avis and their classic spin…

• The hook uses the negative to beg the question — the point — you want driven home. “Avis can’t afford…” Well why not? Queue the rest of the copy.

• Repetition on “or” to elaborate. Sneaky, sneaky: these are also the common pain points of renting a car.

• Even though it’s mostly about Avis, it’s still written in “you” language. One of the easiest ways to really talk to your reader.

• “We’re only No. 2” is the perfect trust-building punchline. “You can trust us to treat you right, hell, it’s in our own self-interest.”

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 crack open the laptop.

Or… it could go like this:

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, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

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