VW Polo





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.

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35 comments:

david! said...

these ads are cool. it would have been nice to see a third old school comics character in there, rather than Peanuts, Popeye, then Peanuts again.

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I added another one to the mix for you

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Not bad but there's a campaign for Rush Chocolate milk that uses almost the exact same line ('Just a little bit naughty'). The concept is the same although the art in each campaign is completely different.

Check it out - http://adsoftheworld.com/media/print/rush_little_red_riding_hood.

Interesting to find out which people thinks is more effective.
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Definitely not a new idea to 'amend' an icon and make a product comparison.

That said, these obviously have real standout and are great fun.

And, as someone who works on car accounts, how amazing that the client didn't insist on a product shot.

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