Funke & Will AG Young Engineers Sportscar Roadster

Sometimes, when working as a copywriter, I get my ass kicked.

That’s fine, it happens, but I’ve noticed it’s when the job becomes more complicated; longer timelines, increased scope, and a fuzzy grasp of what’s required can all increase the complexity of a project (for me).

Improbably, in words shared by myself, Colin Chapman, Strunk & White: “Simplify, then add lightness.”

Cars and copywriting have a category of output where, how do I put this? You know it when you don’t see it. 

Being thrilled by the Citroën 2CVs, Lotuses, Caterhams, and other weird, lightweight cars of the world is a similar sensation to being hooked and forever haunted by a vintage Volkswagen ad that’s somehow one word. And perfect.

All fine and dandy, until the following week when the new manager suggests the one word be, “Orange”, or “Blue” or “Periwinkle”, and an entire line of obnoxious, expensive advertisements is commissioned to turn off customers.

Worse, the small, shoestring budget brands do it too. Unlike the behemoths of industry, new automakers can bleed out and die from one paper cut.

Imagine: striking lightning, being asked to replicate your success, and your follow-up proposal delivers the same or less than before.

Oll korrect, understood…then a few young German engineers design a pure, VW-motivated sports car, then decide to simplify and add lightness to its name…

“What car did you get, it’s so cool!” 

“YES!”

“No, like, who makes this?”

“YES!”

“…you don’t have to be a jerk about it!”

“YES!”