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15-FEB-2025 | VW’s “Obviously” Ad

Author

Dan Bogachek
February 15, 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].

15-FEB-2025 | VW’s “Obviously” Ad

A Volkswagen, obviously.

It’s easy to spot a VW. Even with enough snow on it to hide the beetle shape.

It’s the one that keeps moving.

A Volkswagen will even go up icy hills when other cars won’t go at all because we put the engine in the back. It gives the rear wheels much better traction.

That’s half the problem.

But the engine can’t just be there. It has to keep working.

So we cool the VW engine with air, not water. There is no need for anti-freeze, no chance of the block cracking. (No possibility of boiling over in summer, either.) And there’s no draining. No flushing. No rust.

You can park a VW outdoors in subzero weather or dig it out of a snowbank; it’s ready to roll as soon as you turn the key.

If you happen to live where ice and snow are no problem, don’t think you can’t judge the Volkswagen’s extraordinary abilities.

Just try it in mud or sand. 🏁

Written at a — *spit take* — GRADE 1 LEVEL, according to the Hemingway App.

  • Each unique how immediately props a benefit. There’s never a feature left out on its own, it all ties back to the benefit you get.

  • Tactical parenthetical sentence.

  • Repetition on “no.” With a nice rhythmic finish: “And there’s no draining. No flushing. No rust.”

    • Complete ideas > complete sentences.

    • Punchy to make a point.

  • End of the ad starts incorporating “you” along with vivid imagery to get you into your imagination.