Eat the Road

Agency Network: 
April 2011
Volkswagen Print Ad -  Eat the Road


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 advertisement 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
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Highest Rated

ronaldcooper's picture

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

Activity Score 10
humpacheco's picture
Activity Score 21
Copywriter at Y&R
charlottebree's picture

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.

Activity Score 84
MaximeGK's picture

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.

Activity Score 78
henito's picture

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

Activity Score 560
agappehp's picture

Idea already seen.

Activity Score 108
Graphic Designer at Ideia Publicidade
Church Money's picture

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."

Church Money
Activity Score 76
Art Director
AKesseli's picture

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.

Activity Score 210
Boston University
rmssenra's picture

Done as AD:

Shortlist in CANNES

Activity Score 4
Glut's picture


Activity Score 3935
Public Relations at Glut. Ideas Boutique.
Taylormade's picture

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.

Activity Score 408
ace85le's picture

very forced.

Activity Score 3935
Marketing Manager |


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

ronaldcooper's picture

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

Activity Score 10
reggan's picture

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!

Activity Score 5

Need advice for your education?

Jason RIeff's picture

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.

Jason RIeff
Activity Score 93
Copywriter at Triple A School of advertising