DDB London has developed a £5m campaign for the launch of Volkswagen's new saloon model the Jetta. The 30-second TV spot is a tale of a man who is constantly ripped off by shopkeepers and traders. As he goes about his day, buying fresh eggs from a farmer, trying on a suit and choosing an engagement ring with his girlfriend, prices are inexplicably raised. At the end of the ad, it becomes clear that everyone assumes he is wealthy because of the luxury car he is driving. The tagline reads: "The Jetta, not nearly as expensive as it looks."