Volvo 264 ‘when you spend $10,000 for a car, you shouldn't be afraid to drive it’ 
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Year: 1976
Brand: Volvo

File Under ︎ Long copy that is a pleasure to read

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

Simplify the product’s spiritual essence and reduce it into ONE big idea,then exaggerate.

⇝ “When you spend $10000 for a car, you shouldn't be afraid to drive it.”

⇝ “Any man who has traveled the highway of success shouldn’t feel he has to detour around potholes.”

⇝ “It offers you more than luxury.It’s engineered to afford you the privilege of abusing it.”

⇝ “You’ve worked hard to afford the best. You deserve a car that can take the worst.”

Side note: Volvo has built its reputation on safety. See how they dramatized a well-known emotional benefit (“I feel safe driving a Volvo”) in this Volvo 264 Ad from 1976.