5-NOV-2024 | VW’s “Seats 31” Ad

Author

Dan Bogachek
November 05, 2024

VW’s “Seats 31” Ad

Seats 31.

With the silly season upon us again a group of Laudra Vista Junior High students from Fullerton, California, set a new record in car packing.

They shmushed 31 into this Volkswagen. 10 up front where the engine isn’t; we put it in back for better traction.

The 9 in the front-seat enjoyed our hand-stitched bucket seats. And those 12 youths in the back savored the view through our largest sun-roof yet.

The point we’re trying to make is that the car is spacious. Maybe you’ve realized this and are already daydreaming about the extra groceries you can haul and about the ample leg room. Or maybe you’re planning to beat the record and fit 32.

Or do you find yourself asking “How did a car company that got me to ‘think small’ manage to build a car with this much space?” 🏁

  • The hook: keep it simple, stupid + less is more. Curiosity will naturally follow such a bold claim.

  • Story > fact. VW could have gone on at length about how spacious their car is. But this real singular instance is a lot more entertaining and far stickier.

  • Specific numbers throughout. Brilliant because 1) specific is memorable and 2) each one acts as a setup to talk about the different benefits broken down by different area in the car.

  • They → we (breaking the fourth wall with some earnestness) → you.

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].