Suissa Miller/Santa Monica, Calif.
Has someone been following me? Yes, I walk for exercise. Yes, I look into annuities. Yes, I wander in hardware stores. (But I don't car pool-this is L.A., after all.)
But the strategy of "id vs. superego" has been a bit overused in car advertising lately, with Paseo (sexy vs. practical), Acura (right brain vs. left brain) and Isuzu (child vs. adult behavior).
John Kinkead/Associate CD
Evans Group, Salt Lake City
It seems I've seen a lot of these duality types of ads with that emerging adult/inner child stuff. I think the ad is trying too hard to say that VW understands this dilemma: juxtaposed copy of bold typeface and crayon is clean and straightforward, but a little heavy-handed.
The message could have been better communicated in a more imaginative photo. The execution is clean and generally done well, but it's also been done before-right down to the cute little b&w inset photo. By the way, I tried reading this ad while I was completely naked. It didn't help.
Rob McPherson/Copy Supervisor
Angotti Thomas Hedge, New York
I always cringe when Saab asks for ads like this. To say "rational/passionate car" in the nanosecond most people give to an ad is difficult at best. Jetta does a better job than most, but my favorite remains Subaru's "A car for both sides of your brain. The half that's 18 and the half that's retired and living in Miami."
Scott Eirinberg/Associate CD
McConnaughy Stein Schmidt Brown,Chicago
You called it research, now you call it account planning. You want to run through focus groups completely naked.
You find yourself writing "colour" instead of "color." You want to see how far you can throw the Toyota Paseo-like practical/hot account strategy document.
Your want for Guinness begins to replace your need for Anchor Steam. You want