Copy: The Polo. Just a little bit wilder. The Cross Polo.
Sometimes a very small product difference is really all people want. To feel normal but, of course, still like your very own, special, unique (vastly interesting) person. These under-promising VW ads do a wonderful job of promising just a little in a very big way. Obvisouly the polo is not just a little bit wilder, it's also a little bit cooler, a little bit hipper, smarter, trendier, plugged in, happier etc. Lesson: Sometimes when you're struggling to find the key differentiating product benefit that sets your client apart from all the rest, you can instead just aim slightly to the left. Stand out by being just a little different.