Good afternoon internet(s)!
Ever dream of whipping through city streets uninhibited by traffic, picking up your that ginger you need from the market on your way home from a bustling market in Chinatown, the feel of wind in your hair as you take off in your scooter? When I think of this I think of the Vespa.
To me, the Vespa represents the top standard in urban transportation alternatives (outside of public transportation and bicycles of course). So naturally I was drawn to the product and thought maybe I would draw up a couple of spec ads.
See, the problem is no matter how awesome and functional the Vespa is there are lots of dudes who think that driving a Vespa is emasculating. As if to suggest that just getting on a Vespa would make them unattractive losers. As sad as that is, it’s true. So instead of writing an ad to tell these dingleberries how ridiculous they are the approach should be to instruct this very special sect of men to grow a pair and man up.
Trust me, I am sure the most interesting man in the world would tell you to do the exact same thing.
Grow a pair and man up to riding a Vespa? I can see my critics now: “That makes no sense.” Ever hear the phrase “A real man wears pink” or “A real man is comfortable with his sexuality”? Well I think Vespa hit a nerve when they released a Vespa print ad not long ago that tried to overcome this unique business problem.
Here is how I see it.
Vespa’s business challenge was simple: men don’t ride our bikes because they think they are feminine or compromise their masculinity.
Business solution: Make men feel inadequate for NOT driving a Vespa. Get men to believe that a Vespa is in fact a utility that will enhance their lives and not a massive pair of shears that will cut off their testicles upon purchase.
With that in mind Vespa has an ad made with the following copy:
“It’s too manly for you, not the other way around.”
Here is the original. The rest of the print ad run can be viewed here.
I REALLY liked the challenge that Vespa presented and thought I could improve what was already pretty good copy. So I tried to come up with a couple that were short snappy and clever. Hope you like them.
Spec Print ad 1:
Spec Print ad 3 (this is more of a joke, because I doubt Vespa could get Chuck Norris’ permission to write these ads but I couldn’t resist for the fun of it):
So guys, would you drive a Vespa? Or are you not man enough?
For the rest of you, does this add to brand? Does this add value to Vespa?
Until next time.