BMP concludes VW Passat ’obsession’ task with receipt ad

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 detail.’

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

detail.’



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

advertising burst.



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

Edwards.



Media buying is through BBJ Media Services.



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