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26-SEP-2024 | VW’s “Large economy size” Ad

Author

Dan Bogachek
September 26, 2024

VW’s “Large economy size” Ad

Volkswagens come in two handy sizes: Sedan and Station Wagon.

The packages are very different, but the works are about the same.

There is a genuine Volkswagen engine in the back of each. It gives both cars solid traction on ice and snow.

The engines are air-cooled, too. So you never mess with water or anti-freeze.

The VW Sedan seats 4 adults comfortably or 5 adults uncomfortably. (A mother, a father and 3 kids are about right.)

The VW Wagon is only 9 inches longer than the Sedan, a neat trick all by itself.

It seats 8 comfortably, 9 uncomfortably and 10 very uncomfortably, but it’s been done. (The kids that fit are countless.)

The VW Sedan averages 32 miles to the gallon, the Wagon a mere 24.

Once upon a time, people had trouble deciding wheter to buy a VW or not.

Now they have trouble deciding which size. 🏁

  • Each feature immediately leads to a benefit. The answer to “so what?” should always be obvious. If it isn’t, rewrite.

  • Tiny sprinkle of implicit social proof with “people had trouble deciding…” Reference people outside of the reader to create contrast or FOMO.

  • Note all the numbers throughout. Specific is sticky.

  • VW’s classic tactical sentence-in-parentheses strikes again. (You should consider stealing 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].