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6-DEC-2024 | Excerpts from VW’s “Howdy, Stranger” Ad

Author

Dan Bogachek
December 06, 2024

Excerpts from VW’s “Howdy, Stranger” Ad

Howdy, Stranger.

A gas pump and the average Volkswagen don’t get together too often. (At 38 miles to a gallon you can understand why.) When they do have a visit, it’s short and sweet.

The journey between fillings is fun, too. For the first time, on the new deluxe Volkswagen, you’ll find a gas guage to cheer you up between pay days. (Don’t worry if the needle seems to be stuck. It’s just slow, that’s all.)

High gas mileage is good, but it isn’t enough. It’s the efficient use of gas that really counts. The VW engine has been designed to get every ounce of power from regular gasoline.

…

But don’t let your Volkswagen come between you and your service station attendant. You can always wave as you go by. 🏁

  • Hook: so innocent and friendly, it sparks curiosity? But hold that thought.

  • Tactical parenthetical sentences FTW.

  • Even though it’s in passing and with a bit of humor: note the “you” connected to the benefits/emotions. “Gas gauge to cheer you up,” and “don’t worry.”

  • “But don’t let your Volkswagen… you can always wave as you go by.”

    • Telling the reader what to do — in a friendly way.

    • Imagined future: “your Volkswagen” gets you imagining as a future owner.

    • Zinger punchline, which calls back to the hook. Turns out we get the ole hook-punchline sandwich after all. "VW uses so little gas, you might have to actively say hello to your friend!”

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].