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21-DEC-2025 | VW’s “Will they explode?” Ad

Author

Dan Bogachek
December 21, 2025

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VW’s “Will they explode?” Ad

If you mix fun and practicality together, will they explode?

We don’t think so. It’s not like matter and anti-matter. Take the Volkswagen Golf. On the fun side it’s a real German road car that’s quick and responsive and an absolute blast to drive.

On the practical side it’s reliable, extremely safe and very economical. Not to mention the fact that you can probably stuff everything you own into the back of it.

Look. Fun and practicality. We did it, and we’re still here.

On the road of life there are passengers and there are drivers.

Drivers wanted. 🏁

  • Question hook — set up your own question, and then answer it.

  • Super tight sentences - keep it simple, stupid.

  • Benefits >> features. Both on the fun side and on the practical side, note how each item relates to your user experience, not a spec.

  • Call to action: appeal to identity. “If you want to be a driver, well… you know. Volkswagen only wants drivers.” → drivers drive VW, passengers drive other stuff 😉