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15-FEB-2026 | VW’s “Obviously” Ad

Author

Dan Bogachek
February 15, 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.

VW’s “Obviously” Ad

A Volkswagen, obviously.

It’s easy to spot a VW. Even with enough snow on it to hide the beetle shape.

It’s the one that keeps moving.

A Volkswagen will even go up icy hills when other cars won’t go at all because we put the engine in the back. It gives the rear wheels much better traction.

That’s half the problem.

But the engine can’t just be there. It has to keep working.

So we cool the VW engine with air, not water. There is no need for anti-freeze, no chance of the block cracking. (No possibility of boiling over in summer, either.) And there’s no draining. No flushing. No rust.

You can park a VW outdoors in subzero weather or dig it out of a snowbank; it’s ready to roll as soon as you turn the key.

If you happen to live where ice and snow are no problem, don’t think you can’t judge the Volkswagen’s extraordinary abilities.

Just try it in mud or sand. 🏁

Written at a — *spit take* — GRADE 1 LEVEL, according to the Hemingway App.

  • Each unique how immediately props a benefit. There’s never a feature left out on its own, it all ties back to the benefit you get.

  • Tactical parenthetical sentence.

  • Repetition on “no.” With a nice rhythmic finish: “And there’s no draining. No flushing. No rust.”

    • Complete ideas > complete sentences.

    • Punchy to make a point.

  • End of the ad starts incorporating “you” along with vivid imagery to get you into your imagination.