Lufhansa ‘Follow the rules to the letter’ 
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Year:1960s
Brand: Lufthansa (Germany)




File Under ︎ Copywriting with personality







👀  Industry: Airlines Travel 


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



Pull back & reveal:The ad encourages the reader to make an assumption, then contradicts it.



Pull back (make the reader assume the ad is venting about Germans and their obsession with following rules to the letter) ⇝ “Some people don’t like the way Germans always follow rules to the letter”.


Reveal (immediately contradict the assumption by revealing that it’s precisely because Lufthansa is a German airline and follow rules to the letter that they’re a safe airline. And this is why so many people prefer to fly with them ⇝ “But they like to fly with them because they do”.

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