Vespa ‘Maybe Your Second Car Shouldn't Be a Car’
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Agency:Carl Ally
Copywriter: Ed McCabe
Year: 1965
Brand: Vespa

File Under ︎ Brutally honest copywriting

ONE thing this ad does well (AKA Copywriting Tip):

Position your brand against a villain. The villain can be a consumer pain or anxiety your product solves. Or it can be a competitor’s overpriced alternative.

⇝ “It makes a lot more sense to hop on a Vespa than it does to climb into a 4000-lb automobile to go half a mile for a 4-oz. pack of cigarettes.”

⇝ “To begin with a Vespa can be parked.”

⇝ “If you buy a Vespa your neighbors won’t move out of the neighborhood.”

⇝ “The Vespa is a motorscooter, not a motorcycle. There is no social stigma attached to driving one.”

⇝ “It won’t depreciate nearly as fast as a car.”