Citroën 2CV Dolly ‘We couldn't make it faster.’
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Year: 1980s
Brand: Citroën (UK)


File Under ︎ Brutally honest copywriting







👀  Industry: Automotive


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


Good use of the Pratfall effect, turning weaknesses into strengths.



⇝ “We couldn't make it faster. After all it already exceeds the legal speed of 70 mph by 1.5mph”.



⇝ “We couldn't make any roomier. It will already hold the average family of 3.7 people with room for an additional 0.3 hitchhikers”.

⇝ “We couldn't make it cheaper. If we made it any more basic, there wouldn't be much left.”


⇝ “So we painted it. How else were we going to improve it?”



Side note: When you admit your flaws people tend to like you more. Because it’s a demonstration of honesty. And this makes your claim more believable.

Who’s behind this? Creative Samba Great Landing Page Copy Snackable Copy Tips ︎ ︎