The Volkswagen Genuine Parts Campaign Involves Fast and Cheap Fixes

By: Meghan Young - Published: Sep 25, 2012 • References: ogilvy & ibelieveinadv
The Volkswagen Genuine Parts campaign appears to have been put together by MacGyver, or at least with his help. Each print ad involves something that had to be fixed. Instead of fixing it the proper way, however, people have decided to get creative. For instance, in place of a classic swing seat, someone has attached an outdoor plastic chair. And a broken faucet has been replaced with a modified tea kettle. Considering that these tweaks don't revolve around life-threatening situations, they are more sad than impressive.

Conceived and executed by the South African branch of advertising agency Ogilvy, the Volkswagen Genuine Parts campaign was art directed by Katie Mylrea and Justin Enderstein with creative direction by Jamie Mietz and photography by Guy Nevling. It reads, "Just because it works, doesn’t mean it’s fixed." Stats for MacGyver-Like Maneuver Ads Trending: Older & Mild
Research: 1,795 clicks in 192 w
Interest: 1.7 minutes
Concept: Volkswagen Genuine Parts Campaign
Related: 59 examples / 45 photos
Segment: Males, 18-55
Comparison Set: 21 similar articles, including: human shearing ads, jobless-celebrating ads, and compressed object ads.