4-APR-2025 | Honda's "What will be" Ad

Author

Dan Bogachek
April 04, 2025

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].

Honda's "What will be" Ad

What will be.

It will be new. All that has been will be the beginning. It will be a special shape. One that will cut cleanly through the air.

It will be lower to the ground. It will be larger inside. It will be a joy to drive. It will be the exciting Honda Accord LXi Hatchback.

The hood angles down for greater aerodynamic efficiency. Under the hood a larger 2-liter engine designed with Honda Programmed Fuel Injection delivers smooth power.

A unique suspension system provides outstanding handling. It’s called double wishbone. Race cars have used it for years. Nothing uses it like the Accord does.

Driving one will be an experience you will want to repeat. For once, the future is yours to see.

The New Accord 🏁 

  • A question hook disguised as a statement. Similar to when a headline says, for example, “This is a game changer.” Well what is the game changer? What will be?

  • Repetition legitimizes. Repetition legitimizes. Repetition legitimizes. And so we receive our answer to the hook in this beautifully simple “it will be” pattern.

  • Benefits > features, which this violates. The exception can be made, however, when the features are the benefits. When we drive a car, we like things like smooth power and a racing suspension. It’s the fun part of driving.

  • Hook-punchline sandwich: what is in the future? → the future is yours.

  • All written at a Grade 3 level according to the Hemingway App.