Human emissions, Mushrooms

Agency Network: 
December 2009

If you read these ads you emit as much as the car does over 1km.

Other(s): Account Director: Lars Axelsson. Planner: Cecilia Cederlid, Account Manager: Barbro Långjuth. Graphic Designer: Niklas Andersson

Print advertisment created by DDB, Sweden for Volkswagen, within the category: Automotive.

Advertising Agency: DDB Stockholm, Sweden
Creative Director(s): Andreas Dahlqvist
Copywriter(s): Martin Lundgren
Art Director(s): Simon Higby

Comments (13)

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Highest Rated

jackmancer2017's picture
Activity Score 6992

It's good, only IF people would read it. I doubt much people would.

Muhammad Imran's picture
Muhammad Imran
Activity Score 616

Awesome indeed:) Love it... 8*

morse's picture
Activity Score 18024

Is this true?

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

The Lion's picture
The Lion
Activity Score 122

Good to see solid copy ads here.

jackmancer2017's picture
Activity Score 6992

It's good, only IF people would read it. I doubt much people would.

morph's picture
Activity Score 38

No, no, no. You don't publish a (bogus) long copy ad and then hope for people to buy your product. I was pissed when I read through the first paragraph and skipped to the end (because it was so dull) and realized the whole point was to say "ah! Got you! All the time you lost in your life reading about this piece of crap mushrooms you emited the same CO2 as my eco-car". Imagine what one would feel after reading the whole thing...

Really? Is that all you had to say? People don't read much copy nowadays, don't alienate the few rest who still read long copy.

Geez. Like Dzsoi said "go sit in the corner and think about what you did!"

silvi's picture
Activity Score 4172

I really love this idea

mycidea's picture
Activity Score 90

To emit less CO2, I didn't read the whole artical.
I like the idea, maybe this ad is not in fashion magzine.

dialmfor's picture
Activity Score 33


rwabels's picture
Activity Score 51

Brilliant! They obviously don't expect anyone to actually read it (except the 1st and last bolded line). The point is strongly made in my view and is in line with the brand's always intelligent advertising.

pedroesparcia's picture
Activity Score 2

If you want to read the complete artical go to, text if from it!

bobby666's picture
Activity Score 1460

good one. really liked it. quite intelligent and great homework.+

ssset's picture
Activity Score 3

It's a pity. A typical example of great idea - poorly executed.
If just the writing would be interesting and worth the 160 breaths/20g CO2 and not only copied from wikipedia - even it won't be read very often.

Guest's picture

Actually not worth the 160 breaths. Nice idea, but the final product could have done much better.