The press and outdoor activity, by incumbent agency DDB, plays on the concept of ‘efficient advertising', where the majority of the ad's text has been erased to leave a simple message. The press ads roll out this week, with outdoor to break in July.
One ad reads: ‘Our BlueMotion range combines lighter materials, enhanced aerodynamics, economical engines and tyres that create less friction, which saves you fuel and can reduce your tax, which means you will have more money.'
However, with red lines passing through much of the text, it has been pared back to say, ‘BlueMotion saves you money.' The campaign uses the strapline, ‘Another example of Volkswagen efficiency.'