Eat the Road

Agency Network: 
April 2011

Volkswagen needed to find an innovative way of demonstrating the awesome road-eating power and acceleration of the new Volkswagen Golf R in magazines to increase sales. So, an edible insert that literally gave people the chance to “Eat the road” was conceptualised and placed in a motoring magazine.

Print advertisment created by Ogilvy, South Africa for Volkswagen, within the category: Automotive.

Eat the Road. Seriously, eat it. Ingredients: Glutinous rice flour, water, salt, propylene glycol FD&C colour, glycerine.

Advertising Agency: Ogilvy, Cape Town, South Africa
Creative Director: Chris Gotz
Art Director: Jonathan Lang
Copywriter: Tommy Le Roux
Illustrator: Morgan

Comments (14)

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Highest Rated

ronaldcooper's picture
Activity Score 10

This is quite boring to be honest. Would expect something better from Volkswagen.

humpacheco's picture
Activity Score 21
charlottebree's picture
Activity Score 84

So what? A poster/commercial/billboard/event has already been done thousands of times. Its used for a whole different brand as well. I like the ad.

MaximeGK's picture
Activity Score 78

I don't think because it has already been done and that they have adapted it that it deserves a 1. That's just mean.

henito's picture
Activity Score 560

definitely wouldn't eat it after it has been used by a printing machine. Also the idea is quite old.

agappehp's picture
Activity Score 108

Idea already seen.

Church Money's picture
Church Money
Activity Score 76

This is how this ad comes about:

"Let's make a print ad that people EAT!"

"Wait, how are we going to tie that idea into our brand/product?"

"Who cares, we'll figure that part out later."

AKesseli's picture
Activity Score 210

I don't mind it and I'd definitely have a taste in the waiting room at the dentist's office. Sucks for whatever ad gets placed on the back of it though.

rmssenra's picture
Activity Score 4

Done as AD:

Shortlist in CANNES

Glut's picture
Activity Score 3935


Taylormade's picture
Activity Score 408

Is "Eat the road" a popular expression in South Africa? It doesn't sound right where I'm from – it reminds me of eating someone else's dust.

ace85le's picture
Activity Score 3935

very forced.


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ronaldcooper's picture
Activity Score 10

This is quite boring to be honest. Would expect something better from Volkswagen.

reggan's picture
Activity Score 5

Isn't that amazing? Well, I couldn't expect anything less from Volkswagen, they always had nice trick on their promotion campaigns. I will most definitely remember this one. I wish I had a road for dinner too!

Need advice for your education?

Jason RIeff's picture
Jason RIeff
Activity Score 93

I hate gimmicky ads... but this one is done in a great way- should've won at Cannes or NYF last year, not sure why it didn't.