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6-MAR-2026 | Honda’s “Designed Around A Shopping Bag” Ad

Author

Dan Bogachek
March 06, 2026

The Vault from Copywork365

The swipe file is dead.

Literally, and maybe figuratively as well.

When I first started working on this project, I gave it the working title, Toolbox. The simple tagline was: the swipe file on roids.

But the more I worked on it, the more it became clear that this wasn’t just a box of tools. Calling it a swipe file wasn’t accurate, either. Roided up, or otherwise.

Because at its core, the swipe file is merely a collection of pictures or text. A pile, in other words.

This thing behaves more like a navigable map.

And no matter how much stuff you hoard into a swipe file, its contents are inert.

This, on the other hand, grows deeper over time. Its contents are living.

So, henceforth, this will be known as…

(This is just a placeholder, made with the help of AI.
So hit me up if you can make this more human & prettier!)

The Vault is an atomic copywriting database. As far as I know it’s the first of its kind, so that’s what I’m calling it.

It’s a database of world-class excerpts just like the ones we cover right here on the daily. Spanning ad copy, webpage copy, and literature.

Each excerpt is x-rayed and dissected to reveal what makes everything tick, how it works — on the most granular level. (Hence, atomic.)

It covers all the tools, techniques, and psychology we touch on here, but in their full depth. Making it easy to master these “devices” and then apply them to your own persuasive writing. You can even filter by author or brand to steal the secret sauce from your very favorite writers, copywriters, and brands.

Same as before, I’ve still got a forever deal for you.

If you join the waitlist below, you get exclusive lifetime access for an ultra-low flat fee when The Vault launches. (It’s looking like Q1 or Q2 of 2026.)

After all, a sweetheart deal is the least I can do to thank you for your support.

And as I’ve mentioned before, yes, I really do mean lifetime.

Even if the internet ceases to exist. I’ll toil day and night to make sure you receive a physical copy. With however many thousands of excerpts this accumulates over its lifetime.

Pinky promise.

Honda’s “Designed Around A Shopping Bag” Ad

The car we designed around a shopping bag.

It’s true. We had supermarket shopping bags flown to our factory when we designed the Honda Civic Hatchbacks. Measuring the bags helped us determine the size of the rear cargo area.

This may seem like a lot of fuss over a small detail. But at Honda we do everything that way. For all its simplicity, the Honda Civic has been planned with meticulous care.

…

Admittedly, these are small conveniences. But add them all together and you have the kind of car that people have come to expect from Honda. A car devoted to simplicity and comfort.

So you see? It’s not by accident that four full-sized shopping bags are comfortable inside our hatch. Or that four full-sized people are comfortable inside our car.

Honda. We make it simple. 🏁

  • A list of details all pointing to the main idea: “Honda = simple & comfortable.” All bundled into a story.

  • Complete ideas > complete sentences. Give your reader one idea at a time, and make them all easy to understand. And see how “but,” “so,” and other starter words keep the momentum going?

  • Great repetition on “four full-sized.”