1-FEB-2026 | “Volkswagen loses” Ad

Author

Dan Bogachek
February 01, 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.

“Volkswagen loses” Ad

Volkswagen loses

Maybe you didn’t even notice, but there was a Volkswagen in the Hardie Ferodo 500 at Bathurst.

And who could blame you? After all, with the big boys tearing around at 130 plus, getting about 8mpg and wearing tires out like fury there’s not much else to notice.

Nevertheless, there was a Volkswagen in the 500 and it did finish.

And while it was going around it averaged better than 20 mpg and there was still lots of rubber left on the original tires.

And over the 500 the Volkswagen averaged over 60mph.

So if you’re the kind of person that’s impressed by figures, test drive a VW.

Maybe we didn’t win.

But you will. 🏁

  • Subversion of expectations: “Volkswagen loses? Huh?”

  • “You” in the very next sentence. Immediately gets you involved in the story.

  • Conservation of momentum with “and,” “so,” “maybe,” and “but" at the start of sentences.

  • Spinning a negative into the ultimate positive. Losing a competition on finishing first… in reality that’s just crushing a competition on stuff customers actually care about. “Can you believe this fish actually managed to climb up a tree? Look how we did, pretty sick stats right?”

  • Hook-punchline sandwich for the bow on top. “Volkswagen loses” → “Maybe we didn’t win. But you will.”