BMP DDB delivers the last push in its ’obsession’ series for
Volkswagen’s Passat next week before the campaign shakes off the ’born
out of obsession’ endline in favour of a new one: ’German for
The new work comes in the form of a Tesco till receipt and will appear
as inserts in a selection of monthly magazines. Tesco willingly granted
permission for the German car manufacturer to use its logo in the new
Consumers are meant to think the receipt which falls out of the
magazines is one of their own.
Each one appears to be an ordinary grocery bill, but on closer
inspection it is revealed to be from a purchase made by an obsessed
Volkswagen Passat owner, who has been stocking up with numerous bottles
of Turtle Wax car polish.
VW launched the current Passat campaign three years ago with a series of
commercials showing the lengths to which obsessive Volkswagen employees
were prepared to go when attempting to design the perfect car.
The new ad was art directed by Dave Masterman and written by Ed
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