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11(ish)-NOV-2024 | Excerpt from VW's "Covered Wagen" Ad

Author

Dan Bogachek
November 12, 2024

Excerpt from VW's "Covered Wagen" Ad

The covered wagen.

We make a kind of prairie schooner.

You can cross streams (shallow). Go through snow (often as much as 8 inches). Drive through sand and mud and over rocks (reasonable rocks).

We put the engine in the rear for extra traction on the wheels. Our clearance is 9½” (25% higher than other pickups). And we weld our truck instead of bolting it. The Volkswagen’s body is all one piece.

You get a locker on the side for the tools you’ll need on the journey. And three tailgates instead of one. (All three sides come down. You load our truck like a flat-bed.) 🏁

  • Focus on benefits, not features. Here we get mobility, greater traction, better clearance, sturdiness, a place to hold tools, and ease of loading.

  • Specific numbers for stickiness.

  • Repetition in multiple flavors. Can you spot all of them?

  • VW, the great parentheses masters. Here they show typical parentheses usage and also their classic VW-patented full parenthetical sentence. (I’ve coined it tactical parentheses.)

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].