The Volkswagen Original Parts ad campaign addresses the general fear of purchasing a product (and this really could be any product, not just a car) that happens to have that one defective part that will make the whole thing break down or worse. These print ads illustrate this fear through what appears to be a rigorous formation like those seen in the North Korean Mass Games. Except for the one isolated problem seen in each image.
Conceived and executed by Sao Paolo-based ad agency AlmapBBDO, the Volkswagen Original Parts ad campaign really shows the car manufacturer's dedication for perfection in a way that portrays it as an artform. Accompanied by the tagline, "A bad part affects the entire system," these images assure potential Volkswagen customers that they are purchasing something exquisitely crafted.
What's Driving This Trend
- Perfection Assurance
- Businesses can address the fear of purchasing defective products by creating campaigns that assure buyers of the product’s dedication to perfection.
- Isolated Pre-emption
- Ad campaigns can preempt buyers' fears of isolated product defects by highlighting the manufacturer's assurance of product quality.
- Artistic Dedication
- Companies can creatively showcase their dedication to perfection, portraying it as an artform in their ad campaigns to inspire confidence in potential buyers.
Who This Affects Most
- Automotive Industry
- Automakers can create campaigns like Volkswagen's Original Parts ads that reassure potential customers of the brand's dedication to quality assurance.
- Consumer Electronics Industry
- Consumer electronics companies can develop ad campaigns to reassure buyers of quality assurance, addressing the fear of isolated defects and inspiring consumer confidence.
- Pharmaceutical Industry
- Pharmaceutical companies can create ad campaigns that address consumers' fear of isolated side effects by focusing on the dedication to quality assurance and safety in their products.
