It’s rare for an advertising campaign to both entertain and be focused on the product’s price.
In 1997, VW UK wanted a results-driven campaign about affordability in the witty style of the most traditional Volkswagen advertising.
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Described as a “brief from hell” by the client, the ads were to hero the car's price within the idea.
“Lamp Post” was the most famous ad of the “Surprisingly Ordinary Prices” campaign.
All of the films had an understated and witty tone, which made for entertaining adverts.
The campaign was launched in 1997 with three TV executions, including “Hiccups”, and ran until 2000.
If you remove the product’s price, the message the client wanted to convey, the adverts don’t make sense. A true testament of a campaign that was both art and commerce.
The print ads followed the same sentiment of the TV films, featuring the subtle tone of voice throughout the executions.
More of the print ads.
Client: Volkswagen UK
Credits: Andrew Fraser (TV films), Neil Dawson/Clive Pickering (Print Ads)
Agency: BMP DDB
Year: 1997-2000
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Barbara Nokes is a British advertising legend. The work she created in the 1980s changed the course of incredibly famous brands and of the advertising industry.
This is a thread about her brilliant career.
1) “Gather your facts and get under the skin of your target. Talk to them in their language.” Barbara Nokes
2) Barbara’s creative career started in a day where all copywriters were out with the flu. The traffic manager asked Nokes, an agency secretary back then, if she could write an ad.
‘Vorsprung durch Technik’ - The story of one of the best judgment calls in advertising history.
1) Towards the end of the 1970s, Audi was nowhere near as relevant as today. It was only known by some as an obscure sub-brand of Volkswagen. This reality would change over the next decade in part because of advertising.
2) The Audi Quattro, launched in 1980, was the turning point. It’s four-wheel drive system was a dramatic innovation and made it possible for Audi to be in the same conversation as the other luxury performance car brands.
A HUGE thread of Bill Bernbach’s incredible advertising wisdom.
Bill Bernbach is the father of modern advertising. Much of the current structure of the ad industry and the values we try to instill in our work were greatly influenced by him. Most of us wouldn’t be here if not for Bernbach.
1) “I warn you against believing that advertising is a science.”