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15-SEP-2024 | Porsche’s “If you insist on air conditioning” Ad

Author

Dan Bogachek
September 15, 2024

Porsche’s “If you insist on air conditioning” Ad

If you insist on air conditioning, you can always hit the track and roll down the window at 160mph.

There is still only one car that looks, feels, and performs like a Porsche 911: a Porsche 911. It is the one sportscar that manages to be both timeless and ahead of its time. Since it was first introduced in 1963, the Porsche 911’s basic shape has remained essentially unchanged.

We tried to build the perfect car for many years. From the first, we knew it was impossible. But we kept trying inspite of that. Or maybe, because of that. And we’ve come close. We challenge you to drive a Porsche 911 and then try and put it out of your mind. It’s pure driving excitement. 🏁 

  • The hook: leaning into a limitation to turn it into a strength.

  • Note how the copy challenges you. It’s playfully egging you on to have fun — it’s the little devil on your shoulder.

  • “But”, “or”, “and” — these keep it conversational and carries the built momentum.

  • Grade 4 on 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 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].