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2-JUL-2024 | Lufthansa’s “German Thoroughness” Ad

Author

Dan Bogachek
July 02, 2024

Lufthansa’s “German Thoroughness” Ad

At times you might be annoyed by the fanatical thoroughness of the Germans. But not at a time like this.

If you’ve known many Germans, you know how precise and methodical they are. Sometimes it’s not a terribly endearing quality. Not even for other Germans (Germans are always complaining about how German other Germans are.)

But keep this quality in mind just before take-off on a Lufthansa jet. Think about the irritating German thoroughness of the mechanics who worked on your plane. And as you settle back into the comfort of your plush seat, an amazing thing happens.

You’re comfortable.

Spinning a humorous negative from the stereotype into an appeal to the most fundamental human need: survival.

What a punchline. Notice how it’s in present tense? You’re picturing it.

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].