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11-JAN-2025 | Excerpt from VW’s “Maple Street” Ad

Author

Dan Bogachek
January 11, 2025

Excerpt from VW’s “Maple Street” Ad

Maple Street needs another Volkswagen.

When you own a Volkswagen, you can expect company after a snow storm. Inquisitive company. They’ll want to know why your car got through the drifts, and theirs didn’t.

There’s no trick to it. A Volkswagen has its engine in the rear where it does the most good. The extra weight over the drive wheels provides an amazing amount of traction, even on icy hills. When you want to stop safely, but in a hurry, the VW’s traction keeps you out of trouble.

Another blessing in cold weather is the VW’s air-cooled engine. There’s no water, so there’s no need for anti-freeze.

You don’t even need a garage. (If your Volkswagen won’t start in sub-zero weather, check the gas gauge.) 🏁

  • Hook → a claim which begs a question. “Why does Maple street need another VW?”

  • First sentence right after the hook goes straight to “you”. Not only that, it asks you to imagine — not if, but WHEN — you own a VW. In your brain it’s so much more real and vivid than yet another imaginary “if.”

  • Benefits >> features. “Your car got through the drifts,” “when you want to stop safely… the VW’s traction keeps you out of trouble,” “no need for anti-freeze,” “you don’t even need a garage.”

  • Classic VW tactical parenthetical sentence.

  • Short & crispy — Grade 4 a la the Hemingway App.

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 flip open the laptop.

Or… what if:

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, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].