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28-FEB-2025 | VW's "Last one to conk out" Ad

Author

Dan Bogachek
February 28, 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].

VW's "Last one to conk out" Ad

Last one to conk out is a Volkswagen.

Whenever there’s a bad rainstorm, we get some priceless publicity.

The newspapers often show a Volkswagen sloshing ahead in water up to its hubcaps (while almost everyone else is waiting for the sun to come out).

We even have pictures of floating VWs. (We won’t print them, though. Someone just might try to save a bridge toll and ferry his VW across a river. We don’t recommend it.)

We do build the VW’s bottom more like a boat than a car. But for a different reason.

We enclose the underside and seal it with rubber to protect all the working parts.

Nothing is left exposed. 🏁 

The tactical parenthetical sentences get a major workout here. It’s very much VW’s style. Use it as a way to lean in and be frank — “this stuff is just between you and me.”

Hook → premise (with social proof) → more imagery → admission — and then a twist.

That “but” acts as a second hook. “But what?”

Whole thing is beautifully simple. Focus is on one idea only: “Volkswagens are sealed from the bottom.”

Grade 3 writing according to the Hemingway App.