Porsche 911 Turbo Cabriolet ‘If Pavlov had experimented with humans’
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Agency: Fallon Mcelligott
Brand: Porsche

File Under ︎ Copywriting with personality

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

Don’t make vague claims. Use cold, specific product facts you can communicate numerically in a memorable way.

⇝ “The car that Car and Driver tested from 0 to 60 in 4.6 seconds”.

⇝ “Figures that seem even more impressive with the wind in your hair.”

Side note: Because cold, specific, hard facts are always, ALWAYs more effective than vague claims.

So when Porsche says "The car that Car and Driver tested from 0 to 60 in 4.6 seconds" that’s 10 times more persuasive than saying “Porsche 911 is the fastest car in the World”.