VW Specialists 'dentist' by Publicis & Hal Riney

Publicis & Hal Riney has been tasked with cutting through the clutter of car repair and spare part ads to create print work for VW Specialists, a shop that services all Volkswagen models, to feature in the London Autotrader. The agency created the "dentist" ad as part of a campaign that would stand out in a weekly industry trade magazine full of service ads featuring cars. The agency chose a humorous, less straightforward approach and the ads feature a mechanic with his hands in a series of uncomfortable situations -- places where a mechanic's hands are not typically found, and for good reason, after all they're only VW specialists.The other two executions are called "hair stylist" and "sushi chef".