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.
Individual Defect Campaigns
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