• Copywork365
  • Posts
  • 10-SEP-2024 | Avis’ “When you’re only No. 2” Ad

10-SEP-2024 | Avis’ “When you’re only No. 2” Ad

Author

Dan Bogachek
September 10, 2024

Avis’ “When you’re only No. 2” Ad

When you’re only No. 2, you try harder. Or else.

Little fish have to keep moving all of the time. The big ones never stop picking on them.

Avis knows all about the problems of little fish.

We’re only No. 2 in rent a cars. We’d be swallowed up if we didn’t try harder. There’s no rest for us.

We’re always emptying ashtrays. Making sure gas tanks are full before we rent our cars. Seeing that the batteries are full of life. Checking our windshield wipers.

And the cars we rent out can’t be anything less than lively new super-torque Fords.

And since we’re not the big fish, you won’t feel like a sardine when you come to our counter.

We’re not jammed with customers. 🏁 

This is how startups compete against giants.

It’s the classic underdog David vs Goliath story. And it works so well because we all identify with the underdog — it’s romantic.

Of course, Avis is no small company. But that’s not important, the principle is the same.

The average number of words per sentence here is something like 6 or 7. Brevity. Brevity. Brevity. Complete ideas, not complete sentences.

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].