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17-NOV-2024 | Avis’ “Madison Ave. gimmick” Ad

Author

Dan Bogachek
November 17, 2024

Avis’ “Madison Ave. gimmick” Ad

Was this Avis ad just another Madison Ave. gimmick?

Yes, it was.

And it worked.

We hooked lots of people with that first ad.

We said a company that was only No. 2 in rent a cars would try harder for them.

They bought every word.

They came in expecting all of the things we promised: clean ashtrays, filled gas tanks, wipers that wiped, smiles that weren’t painted on and shiny new Fords.

Most of them weren’t disappointed. They’ve been coming back. Often. With friends.

You can’t do that with a gimmick.

Unless it’s the slickest gimmick of all.

The truth. 🏁

  • Classic question hook. The part that sparks curiosity: Avis calling themselves out.

  • The “don’t hate the player, hate the game” psychology is what gets you into Avis’ corner. They openly admit to everything. “But can you blame us? 😉 We made good on everything we promised.” Take your accusations and lean into them.

  • It’s with this leaning in that creates the opportunity for the punchline. “If the truth is a gimmick — sue us.” Leaves us in a bit of a paradox, kinda fun.

  • Complete ideas > complete sentences. The sentence fragments are great for punctuation.

  • Hook-punchline sandwich — the punchline references the hook.

  • Grade 1 on the Hemingway App. KISS.

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].