Saab ‘Most car accidents happen in a showroom’ 
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Year: 1989
Brand: Saab (USA)

File Under ︎ Copywriting with personality

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

Sell the benefit by comparing and contrasting it with a bad alternative.

In 1989 Saab knew how to sell the benefit “You can buy a Saab for the fun of driving and still have a safe car”.

And how did they sell it? By contrasting Saab with a bad alternative:

⇝ “Most car accidents happen in a showroom”.

⇝ “Every day within a few miles from home, someone loses control and buys the wrong car.”

⇝ “Such accidents could be avoided by pulling into a Saab dealership”.