Sell Your Car

Agency Network: 
August 2010

Challenge: Produce a newspaper ad for the desirable new Volkswagen Polo.

Solution: We targeted people in the market for a new car. In the motoring sections of newspapers, we ran a double-sided ad that capitalised on the Polo’s appeal. By cutting out and using the ad, people could put their current cars up for sale, while driving around with a constant reminder of the car they’d rather have: the gorgeous new Polo.

Result: We turned car windows into a new media space. Every car that used our ad became a mini billboard for the Polo’s sheer desirability – a fact made even better when it was a Toyota or Ford with our Volkswagen message in its window.

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

Advertising Agency: Ogilvy, Cape Town, South Africa
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry

Comments (18)

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jackmancer2017's picture
Activity Score 6992

It's nice but lacks some sense. "Why would you drive anything else?" and than let other people drive your cars.

But apart from that, it's simple and I suppose it works, even if people do not put it in their car, it's still a print ad.

RicardoOliveira1987's picture
Activity Score 65

Love it. Brilliant use of the format.

Twitter: RSPOliveira

Guest's picture

brilliant strategy to interact!

Guest's picture

meh... last year i saw a similar Alfa Romeo idea. wasn't really blown away then either.

TiltedChairCreative's picture
Activity Score 513

Kind of seems like a stretch to think that people would actually use these, at least on any kind of considerable scale. And if people aren't really using it, it just remains as a newspaper ad, and doesn't work as well. I don't know, just seems forced. The whole speaking for the consumer thing is presumptuous. I gave it a five.

EDIT: I don't like the "really really" part of the copy. Seems desperate. I think they're really really hoping people use these. Ya know?

thedesignaddict's picture
Activity Score 5403

Totally agree with every point.

Guest's picture


CuriousPencil's picture
Activity Score 4225

I like it, even if only one person used it.It's a fun piece of paperbased interaction, trying to give a new function to a print ad, so it gets points for that. The 'really really want a VW' I have no problems with, it's a jokey wink of a line, not a pleading knee. I think it's a well-rounded idea.

thedesignaddict's picture
Activity Score 5403

@ "I like it, even if only one person used it."

Yeah, try telling that to the client who paid for the idea. This is a creative wank.

CuriousPencil's picture
Activity Score 4225

To elaborate then, if even only one person used it, at least every person who read it got the message that they *could* use it, and see the ad as more than an ad: it wasn't just saying 'buy this new car' it was giving them a reason to think about selling their current car. I don't see that as a wank, even if the pictures above were obviously staged.

WYK's picture
Activity Score 14

It helps regardless of whether the consumer wants to buy the polo or not. Because they want to sell their car, they will use this ad, but then the idea of polo will be injected into their mind and its up to them whether to purchase it or not.

It's working for me :)

Guest's picture

far fetched

dadada's picture
Activity Score 1720

:) nice !

Everybody is creative, be yourself.

NicholeP's picture
Activity Score 115

nice and simple. good work, people

Saand's picture
Activity Score 150

well, that kind of ad has the possibility to make me buy a Polo, not their car.
VW would profit out of this, surely, but the people carrying the ad and not selling the car?
That's an unfair and misuse of society... still it's business and that's a clever ad............
P.S and strangely I really do own a Polo... ha

Dzsoi's picture
Activity Score 8532

It's not about people actually using it. It is about people reading it, smiling at it and their desire for a new car - maybe a new Polo - has just raised a bit even without having realized by themselves. Good advertising.

Guest's picture

nice car indeed, check out for more on this car at

keithstoeckeler's picture
Activity Score 425

What an inexpensive way of getting people to do what you want them to do.