BHWG Proximity highlights blemishes in VW Passat mail campaign

BHWG Proximity has created a direct mail campaign for Volkswagen to support the Passat car.

BHWG Proximity has created a direct mail campaign for Volkswagen to support the Passat car.

The execution builds on TV and press work from BMP DDB that uses the line: 'The new Passat is so beautifully crafted you will want to keep it that way.' The direct mail shows a new Passat disfigured by dirt, stains and cobwebs and includes a cloth that customers can moisten to remove stains. It draws attention to features such as heated wing mirrors and upholstery, urging drivers to keep clear of mud and other stains. The lines 'No new Passats were harmed in making this brochure' and 'The beautifully crafted New Passat. You'll want to keep it that way' conclude the mailing.

Chris Barraclough, BHWG Proximity's chairman, said: 'The great thing about working with VW is that we're not just asked to reproduce the TV ad. We've used the medium effectively with the special print technique while conveying a similar message.'

The mailing was created by the writer Dan MacDonald and the art director Phil Bucknell. Production was by Tony Parsons and Simon Bullock with print by Billboard.


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