In Issue 33 of Directory Magazine, as a bit of a plug for the marvellous book "Do you remember those great VW ads?" written by Alfredo Marcantonio, John O'Driscoll and the late David Abbott, we invited our readers to write an 'old' VW ad.

It was also a way of supporting the DMA UK's 'Great British Copywriting' initiative. This looks as if it is turning into a training programme designed to help creative people learn to think as much as to write. Even in this quick-clicking digital world, the copywriter's skill is in being able to frame a persuasive argument.

Remember The Economist ad written by David Abbott? He could have written: The Economist is read by intelligent people in the business world.

What he actually wrote was: "I don't read The Economist." Management Trainee, aged 42, the artful copywriter takes a proposition and turns it into a new and arresting thought. Thus, 'Volkswagen go to remarkable lengths to check every car before it leaves the factory' becomes the story of a car that failed to make the grade. Lemon.

Alfredo Marcantonio and John O'Driscoll have brought some of the same gimlet-eyed ruthlessness to this competition that VW inspectors brought to the production line.

Their overall impression is that the DMA's initiative comes not a moment too soon. If they have been tough, that is because they were looking for ideas which belong in the 0.5% category. The other 99.5% being irrelevant, invisible or poorly executed.

In terms of numbers, submissions to the Volkswagen ad challenge that John O'Driscoll set in the last issue were most encouraging. In terms of quality, the response was less impressive.

Second place was Stu Wilson's 'Enjoy the curves'. The copy was some of the best submitted but it would have been better stressing the rounded bodywork's ability to shun rain, rather than getting sidetracked into an aesthetic argument and simply claiming the car's lines were more 'fun'.

Alfredo Marcantonio
Partner, Hobbs Holmes Marcantonio

Original Article: https://www.directnewideas.com/magazine/?id=1664

Enjoy the curves.

Everybody seems so obsessed with looks these days. We have to admit, we felt too many cars today conform to the same aesthetic stereotype. Not our idea of fun.
So we decided to think out of the box when designing the new Beetle.
We know beauty is only skin deep, so we didn't stop there.

Under the hood the VW engine in the rear is air-cooled. It may not be the fastest, but it's among the most advanced. It's made of magnesium alloy (one step better than aluminium).
Engine friction is so low that top speed and cruising speed are one and the same. You get 27 miles to the gallon and 40,000 miles on a set of tyres, White walled if you like.
No matter how you prefer your tyres, we've made improvements in suspension to provide greater stability and better handling, which puts a smile on your face.
That's why we prefer curves to corners.