Instead of typing in "Boss, I wish I had your wit," in an iPhone text message, the "wit" is replaced with "wife." The ad is quick and quirky and Volkswagen's main message is not to settle for alternatives. The commercial does a great job at taking the effects of predictive text and re-appropriating them to get their message across.
Implications - The featured commercial takes a common mistake that many consumers make when texting and alters it to sell a product. Businesses should consider how the use of humor and familiarity can be used to market a product and gain the attention of consumers.