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.

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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28 Mar
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