Volkswagen Golf Plus, 'Japan' by DDB London
VW is launching its Golf Plus model, a larger version of its popular hatchback, with three TV spots from DDB that play on the car's size, and how it makes normally large objects appear small in comparison. "Japan" sees a brother and sister return to Japan after a period away in New York. Despite her son having piled on the pounds while he's been away, the siblings' mother scolds her daughter on the drive home from the airport for seemingly not having fed her brother properly. All the executions run with the strapline: "The new Golf Plus. A Golf, just a little bit bigger".