Human emissions, Mushrooms

Agency Network: 
December 2009
Volkswagen:  Human emissions, Mushrooms


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 advertisement 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
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Highest Rated

jackmancer2017's picture

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

Muhammad Imran's picture

Awesome indeed:) Love it... 8*

Muhammad Imran
Activity Score 614
Art Director at Orbit Advertising |

morse's picture

Is this true?

Activity Score 17897
Art Director |

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

The Lion's picture

Good to see solid copy ads here.

The Lion
Activity Score 122
Creative Director |

jackmancer2017's picture

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

morph's picture

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!"

Activity Score 38
silvi's picture

I really love this idea

Activity Score 4134
mycidea's picture

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

Activity Score 86
dialmfor's picture


Activity Score 33
Web Designer/Developer
rwabels's picture

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.

Activity Score 51
Copywriter at Ready, Willing & Abels Advertising |


pedroesparcia's picture

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

Activity Score 2
Creative Director
bobby666's picture

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

Activity Score 1448
RMG Connect, India
ssset's picture

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.

Activity Score 3
Guest's picture

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

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