27-FEB-2026 | Porsche’s Pavlov Ad

Author

Dan Bogachek
February 27, 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.

Porsche’s Pavlov Ad

Can’t get much more smug than this.
But when you think about who they are and what they’re selling… can you blame them?
Porsche gonna Porsche. Because if the bear doesn’t shit in the woods, then who does?

If Pavlov had experimented with humans, he would have used this.

A given stimulus produces a given response.

Of course, certain stimuli will produce more extraordinary responses than others. Such as a Porsche 911 Turbo Cabriolet.

What we’ve done, quite simply, is uncover one of the world’s most exciting cars. The car that Car and Driver tested from 0 to 60 in 4.6 seconds, and in 13.1 seconds for the quarter mile. Figures that seem even more impressive with the wind in your hair.

We invite you to test your own responses by coming in for a test-drive.

All we ask is that you try to avoid drooling on the leather. 🏁

Note the smooth transition from “we” to “you”, combining the two for the CTA at the end. And the use of precise numbers to stick out in your memory.

And the structure:

Pavlov hook → stimulus a premise→ the car is a stimulus → here’s how, specifically → imagine wind in your hair → you’re invited to feel that wind in your hair → punchline.

Does it remind you of anything?

“5 Gum. Stimulate your senses.”