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18-FEB-2025 | Lufthansa’s “Follow the rules to the letter” Ad

Author

Dan Bogachek
February 18, 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].

Lufthansa’s “Follow the rules to the letter” Ad

Some people don’t like the way Germans always follow rules to the letter. But they like to fly with them because they do.

There’s a rule that all passengers must fasten their seat belts before take-off. Not so long ago we had one gentleman who wouldn’t. The captain tried for twenty minutes to convince him. Unsuccessfully. Then he turned the plane around, taxied back and gently threw him off.

The other passengers probably felt a little inconvenienced. We hope they also felt more comfortable about hard-headed German thoroughness. And realized that there’s one nice thing about people who are fussy about little things. They’re extremely fussy about big things. 🏁

“My greatest weakness is that I just work too hard.”
And a little goofier, but along the same lines:
“I’m the humblest guy I know, swear to God!”

  • Leaning into a negative to spin it into an unbeatable positive.

  • “Unsuccessfully.” Punchy for effect. Another example of how complete ideas > complete sentences.

  • The overarching lesson: a story which demonstrates an underlying point is much, much more effective than a statement of fact.