Volkswagen had launched print advertising campaign in France to promote sale of its new Transporter’s 4Motion. The campaign aimed at highlighting the ‘all wheel drive system’ of the product. The campaign has taken a light and humorous approach to convey its message. The advertisements are showing ice skating workmen to highlight the VW Transporter’s all wheel drive system. The idea seems to be highlighting the smoothness and swiftness of the car along with the elegance depicted by ice-skating.
The presentation of the campaign is indicative in nature and used instantly recognizable illustration of the idea. However, the idea behind the advertisement featuring just one person is slightly perplexing. The execution part of the campaign is actually remarkable. The copy of the advertisements reads, ‘4 Motion. All Wheel Drive System. Now available on Transporter’. The campaign was created by DDB, Paris.
Via Duncan’s Print
The central element of the 4MOTION system is a multi-plate wet coupling (in an oil bath). VW Parts Blog for more informations.
