The Volkswagen Phaeton campaign hits the nail on the head. People often get wrapped up in the look and power of a car when really attention should be paid to its safety and durability. Although this print ad does not explicity state this, it does concentrate on the idea of arriving "in better shape," as per its tag line.
Conceived and executed by Hamburg-based ad agency Grabarz & Partner, the Volkswagen Phaeton campaign centers around three different paintings that are easily comparable to the work of Picasso. Of course, it appears much more put together upon arrival, which ties into the idea that drivers and passengers not only arrive safely, but even better-looking than before.
Key Themes Behind This Trend
- Safety and Durability in Automobiles
- Disruptive innovation opportunity: Develop advanced safety features and durable materials for cars.
- Shifting Focus From Look and Power to Safety
- Disruptive innovation opportunity: Create marketing strategies that highlight the importance of safety rather than just the appearance and performance of cars.
- Artistic Elements in Automobile Advertising
- Disruptive innovation opportunity: Incorporate artistic elements in automobile ad campaigns to capture consumer attention and differentiate from competitors.
Where This Applies
- Automotive Industry
- Disruptive innovation opportunity: Introduce new safety technologies and durable materials into automobile manufacturing.
- Advertising Industry
- Disruptive innovation opportunity: Develop creative and artistic approaches in advertising campaigns to engage consumers.
- Art Industry
- Disruptive innovation opportunity: Collaborate with automobile brands to create artistic representations of their products, merging art and marketing.
