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The new Volkswagen ad campaign by Les Mesa Santiago of Chile is banking on the feeling of regret, “Oh, I just couldn’t afford to buy it in the past.” That is the impression that you get when you first rest your eyes on the classical setting of the three ads that are part of the campaign. All the pictures give the impression of the ‘past’, a bygone era. Let’s take them one by one. The first ad uses the image of a ship to sell its Polo car. There is a sad girl who gives a tug to the viewer’s memory of regret of having missed the ship. But the once unaffordable thing is well within an affordable price range now. The punch line says, ‘Polo. At a price that won’t be back’, as if urging us to not make the same mistake again.
A similar picture is drawn for Golf and Vento with a train and a plane respectively. I won’t discuss their imagery in detail because I didn’t like them much. All in all, the campaign wins with one ad while the remaining two could any day be better.
Via adoftheworld