These Ads for Volkswagen Use White Lies Told by Parents to Gain Trust

By: Ady Floyd - Oct 20, 2015
References: designyoutrust &
Volkswagen's 'Trust Campaign' uses white lies told by parents to build trust among the brand's consumers.

Parisian illustrators Tom Haugomat and Raphael Ghisalberti of the advertising agency DDB created the print ads. The artists used two-toned cartoons to ensure that the viewer's main focus was on the words. Each poster features a scene that is traditionally associated with childhood. One image shows a mother putting an odd hat on her son's as he leaves for school. The ad reads "It's not ugly, it's called fashion." Then, below each image, a second statement reads "If they lie to their kids, what would they tell you when they sell you their car?"

The tongue-in-cheek ads are essentially saying that parents are the most loving people on earth and that white lies are often meaningless. These ads attempt to gain consumers' trust by examining common relationships between children and their parents.