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13-SEP-2024 | Excerpt from Volkswagen’s “Snowplow Driver” Ad

Author

Dan Bogachek
September 13, 2024

Excerpt from Volkswagen’s “Snowplow Driver” Ad

How does the man who drives the snowplow drive to the snowplow?

This one drives a Volkswagen Rabbit.

Now. We would love to tell you what a brilliant choice he made. How many different cars he checked out. How smart he was to choose a Rabbit.

But the fact is, he didn’t have much of a choice at all. A snowplow driver has two crucial needs:

1) Easy starts in the middle of winter.

2) Very good maneuverability in very bad weather.

Which means he needs both fuel injection for those starts and front-wheel drive for that maneuverability. Guess what?

With the exception of our own cars, there is only one car in the Rabbit’s class that gives you both front-wheel drive and the option of fuel-injection: the Rabbit itself. 🏁 

They broke the “very” rule. Modifiers weaken your point, which is very bad. See?

Though, yes, you could make a case here for “very”: emphasizing a good thing in the face of a bad thing.

So, I guess, break rules with intention?

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].