This VW ad caught my eye because it uses a technique which many car brands fails to achieve of simply don't know how to create: not showing the product (car) in their ad. Today we are bombarded with car ads which don't really stand out more than their competition because they all show the fancy car in the beautiful landscape driving around perfectly. Of course, not showing any relationship to a car would be stupid, as then the audience wouldn't know what the product is at all, therefore simple tire tracks were added and a logo was placed to show the type of vehicle.
This advert targets VW cars in general, showing them as "extremely quiet" (this being there unique selling point.) The ad speaks for itself, however I would like to underline that the way they show the cars quietness is through love and care which further implies that this car is for families and couples who care about safety, calmness and stability.
This ad is definitely one of the best. I first saw it during a presentation of pool91 (eine Werbeagentur aus München). It's always nice to see such creative ideas.
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