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  • 4(ish)-OCT-2024 | Excerpt from VW’s “It couldn’t be done” Ad

4(ish)-OCT-2024 | Excerpt from VW’s “It couldn’t be done” Ad

Author

Dan Bogachek
October 05, 2024

Excerpt from VW’s “It couldn’t be done” Ad

They said it couldn’t be done.
It couldn’t.

We tried. Lord knows we tried. But no amount of pivoting or faking could squeeze the Philadelphia 76ers’ Wilt Chamberlain into the front seat of a Volkswagen.

So if you’re 7’1” like Wilt, our car is not for you. But maybe you’re a mere 6’7”.

In that case, you’d be small enough to appreciate what a big thing we’ve made of the Volkswagen.

There’s more headroom than you’d expect. (Over 37½” from seat to roof.)

And there’s more legroom in front than you’d get in a limousine. Because the engine’s tucked over the rear wheels where it’s out of the way (and where it can give the most traction). 🏁

  • 1-2 hook — setting up expectations, and then subverting them. You’re still left with, “well, what couldn’t be done?”

  • A neat short-to-long progression with repetition on “We tried.”

  • Half the sentences start with “and”, “but”, “so”, “because”, etc… These keep it conversational and maintain momentum.

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].