Magazine article Marketing

Adwatch: VW Golf Hatchback - 'Hidden Camera'

Magazine article Marketing

Adwatch: VW Golf Hatchback - 'Hidden Camera'

Article excerpt

The thing I love about Volkswagen is that its advertising is pure. By that, I mean that everyone involved understands exactly what advertising can and can't do, what it does best and how the advertising process actually works.

For years, Volkswagen and its advertising agency, DDB, have realised that if a commercial is meant to sell a car, it has to reach out to those consumers who may have barriers to purchase and try to knock those barriers down. In short, it has to alter people's perceptions.

So, for all those people who think a VW Golf is a little on the pricey side, this commercial aims to change your mind. And it does, not by bludgeoning the viewer in a hard-nosed retail kind of way, but by retaining that consistent VW tone of voice and pithy humour, and demonstrating value through a neat bit of lateral thinking.

This execution is one of a series, each simple, subtle and incredibly single-minded. In this ad, a suspicious customer uses a hidden camera to make sure that everything the unsuspecting salesman says regarding the (unbelievably low-priced) vehicle can be recorded on film and used as evidence should the need arise. …

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