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21-DEC-2024 | VW’s “Will they explode?” Ad

Author

Dan Bogachek
December 21, 2024

VW’s “Will they explode?” Ad

If you mix fun and practicality together, will they explode?

We don’t think so. It’s not like matter and anti-matter. Take the Volkswagen Golf. On the fun side it’s a real German road car that’s quick and responsive and an absolute blast to drive.

On the practical side it’s reliable, extremely safe and very economical. Not to mention the fact that you can probably stuff everything you own into the back of it.

Look. Fun and practicality. We did it, and we’re still here.

On the road of life there are passengers and there are drivers.

Drivers wanted. 🏁

  • Question hook — set up your own question, and then answer it.

  • Super tight sentences - keep it simple, stupid.

  • Benefits >> features. Both on the fun side and on the practical side, note how each item relates to your user experience, not a spec.

  • Call to action: appeal to identity. “If you want to be a driver, well… you know. Volkswagen only wants drivers.” → drivers drive VW, passengers drive other stuff 😉 

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:
dan@copygloss.com.