5-NOV-2025 | VW’s “Seats 31” Ad

Author

Dan Bogachek
November 05, 2025

Toolbox by Copywork365

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VW’s “Seats 31” Ad

Seats 31.

With the silly season upon us again a group of Laudra Vista Junior High students from Fullerton, California, set a new record in car packing.

They shmushed 31 into this Volkswagen. 10 up front where the engine isn’t; we put it in back for better traction.

The 9 in the front-seat enjoyed our hand-stitched bucket seats. And those 12 youths in the back savored the view through our largest sun-roof yet.

The point we’re trying to make is that the car is spacious. Maybe you’ve realized this and are already daydreaming about the extra groceries you can haul and about the ample leg room. Or maybe you’re planning to beat the record and fit 32.

Or do you find yourself asking “How did a car company that got me to ‘think small’ manage to build a car with this much space?” 🏁

  • The hook: keep it simple, stupid + less is more. Curiosity will naturally follow such a bold claim.

  • Story > fact. VW could have gone on and on about how spacious their car is. But this anecdote (which points to the underlying idea) is a lot more entertaining, and far stickier.

  • Specific numbers throughout. Brilliant because 1) specific is memorable and 2) each one acts as a setup to talk about the different benefits — broken down by different area in the car.

  • They → we (breaking the fourth wall with some earnestness) → you.