Volkswagen Print Advert By Lowe: Snow

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Agency Network:

Lowe

Published/Aired:

November 2006

Posted:

October 28, 2008

Also From This Campaign 3

Volkswagen: Grass

Volkswagen: Rocks

See Full Campaign

Tags

Description

Print advertisement created by Lowe, Switzerland for Volkswagen, within the category: Automotive.

Credits

Advertising Agency: Lowe, Zurich, Switzerland

Creative Directors: Valentina Herrmann, Keith Loell

Art Directors: Sebastian Hugelshofer

Copywriter: Nicole Glaus

Photography: Sebastian Hugelshofer

Art Buyer: Suzana Kovacevic

Account Supervisors: Kerstin Schnyder, Martin Schlatter

Oct 28, 2008 - 12:15

LOL -- good one. I have no idea why it feels that way: it's nothing all that special in terms of layout or photography or design... but there was something about that guy being dragged that just struck me as weirdly funny.

SeanMartin

Oct 28, 2008 - 12:39

I LOVE THIS ONE. sooo funny.

Mandark

Activity Score 403

copywriter |

"U think it's perfect?! Press delete and start again!"

Oct 28, 2008 - 13:28

How does all wheel drive (4Motion) equal flat? What?

if the message is "Switzerland never felt so flat", I'd associate that line with a smooth ride (suspension) when used in an automotive ad.

This campaign is a massive fail.

Copy_Can

Oct 28, 2008 - 15:23

Copy, hate to break it to you, but it does make sense. Notice the line says "felt so flat". SUV buyers nowadays want a rugged vehicle that can handle rough terrain without sacrificing the comfort of a smooth ride. So the product here makes Switzerland "feel" like it's flat via superb suspension. Does that help?

www.storytellerscreative.com

STRTLRS

Activity Score 1601

storytellers. |

---------------
I think, therefore... yeah.

Oct 28, 2008 - 23:21

Thanks for that.

You know, I hate to break it to YOU, but the Golf 4Motion isn't an SUV - It's a small hatchback with all wheel drive. Type Golf 4Motion in a search engine and take a look.

4Motion is VW's all wheel drive system. All wheel drive HAS NOTHING DO TO WITH THE SMOOTHNESS OF THE RIDE. IT'S ABOUT GRIP.

But the good news is that I have learned something from your post. See, thanks to your error, we've discovered that this ad sucks in even more ways, in a way in which the AVERAGE CONSUMER wouldn't get: what kind of car is this ad for? An SUV? A sedan? A van? What?

I hate it when people come in educating someone else about automobiles or automotive advertising when it seems like they don't know ANYTHING about either one.

Next.

Copy_Can

Oct 29, 2008 - 6:27

Wow man, relax, ran out of tranquilizers didn't you?

LeeHarvey

Activity Score 3045

Creative Director

Nov 05, 2008 - 4:00

What a hater!!! P.S Love the ads, brilliantly simple!

McBain5000

Activity Score 115

n/a

Oct 28, 2008 - 20:49

^ agree. Copy Can your response is a FAIL.

sparky

Activity Score 454

Copywriter at M&C Saatchi

Oct 29, 2008 - 3:01

An all wheel drive system provides traction to all wheels, which roughly translates into it being able to go anywhere, no matter what the terrain. And since Swiss topography is not actually exactly like the Bonneville salt flats and in an all wheel drive with go anywhere capability it will seem like it is, hence me thinks the ads are apt.

Guest commenter

Oct 29, 2008 - 12:19

All Wheel Drive = Grip. That's it.

I'd like to see someone take a VW Golf off-roading on rough terrain.

These ads are far from apt. I'm done.

Copy_Can

Nov 05, 2008 - 4:04

Copy - you're the biggest bimbo ever! Grip is what you need to go up a hill!!!

McBain5000

Activity Score 115

n/a

Nov 05, 2008 - 10:20

Power and torque is probably more important than grip to go up a hill - all wheel drive provides you grip which gives you control.

Have you even worked on an automotive brand or know anything about cars?

Copy_Can

Oct 29, 2008 - 5:30

well i think all those comments are good. that's insight and much better than those bad-boring comment.

liar

Activity Score 384

Other

Oct 29, 2008 - 5:47

Great ad.. Works more for families

Osama Nofal

Activity Score 211

Graphic Designer at Design Executive Officer at Emarat Misr Petroleum Products |

learning / entertaining

Oct 29, 2008 - 16:03

Say flat + show flat = see/say

Bad see/say.

teenie

Activity Score 1894

Copywriter

Nov 03, 2008 - 10:31

I'm sorry but I don't even get it. It is ads like this that makes me question my own IQ. :(

hard_core

Activity Score 146

Art Director

Nov 04, 2008 - 7:22

I have to agree with Copy_Can. As a car enthusiast, I've seen subcompacts that have far superior suspension systems than some SUVs, so four wheel drive has nothing to do with a smooth ride.

If this series of ads were for Old Man Emu, ARB or Monroe shock absorbers, then it would make a LOT more sense. But 4Motion and a smooth ride? Uh-oh...

Guest commenter

Nov 05, 2008 - 4:03

It's not about a smooth ride, 4WD is about grip. The more grip you have, the easier it is to go up a hill, hence the correlation with the tagline.

McBain5000

Activity Score 115

n/a

Nov 05, 2008 - 6:53

Still doesn't explain the 'flat' part, since a hill is obviously still an incline.

Then again, maybe they could've used a more appropriate wording, if what they really meant to say was that 4Motion makes climbing easier due to the increased traction. So yeah, four wheel drive is still all about grip, not a flat-like ride.

Bogeyman

Activity Score 80

Producer/Director at TV5 Network Inc. |

Don't knock drunk guys in bars; it means they're not driving. -- Richard Gere, The Runaway Bride

Nov 05, 2008 - 10:16

Well, I'm glad there's at least one other person in this world who has a sense of logic.

Copy_Can

Nov 22, 2008 - 12:10

The purpose of a good ad is to deliver a strong message in a simple manner. This has a weak message and is far too complex to unravel. I have seen much better adverts in the last 10 minutes browsing this site.

Don't understand why people like it so much.

Guest commenter

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