Agency Network: 
November 2006


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

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
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SeanMartin's picture

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.

Mandark's picture

I LOVE THIS ONE. sooo funny.

Activity Score 403
copywriter |

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

Copy_Can's picture

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.

STRTLRS's picture

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?

Activity Score 1601
storytellers. |

I think, therefore... yeah.

Copy_Can's picture

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.


LeeHarvey's picture

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

Activity Score 3045
Creative Director
McBain5000's picture

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

Activity Score 115
sparky's picture

^ agree. Copy Can your response is a FAIL.

Activity Score 454
Copywriter at M&C Saatchi
Guest commenter's picture

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
Copy_Can's picture

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.

McBain5000's picture

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

Activity Score 115
Copy_Can's picture

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?

liar's picture

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

Activity Score 384
Osama Nofal's picture

Great ad.. Works more for families

Osama Nofal
Activity Score 211
Graphic Designer at Design Executive Officer at Emarat Misr Petroleum Products |

learning / entertaining

teenie's picture

Say flat + show flat = see/say

Bad see/say.

Activity Score 1894
hard_core's picture

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

Activity Score 146
Art Director
Guest commenter's picture

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
McBain5000's picture

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.

Activity Score 115
Bogeyman's picture

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.

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

Copy_Can's picture

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

Guest commenter's picture

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