The Volkswagen Phaeton campaign hits the nail on the head. People often get wrapped up in the look and power of a car when really attention should be paid to its safety and durability. Although this print ad does not explicity state this, it does concentrate on the idea of arriving "in better shape," as per its tag line.
Conceived and executed by Hamburg-based ad agency Grabarz & Partner, the Volkswagen Phaeton campaign centers around three different paintings that are easily comparable to the work of Picasso. Of course, it appears much more put together upon arrival, which ties into the idea that drivers and passengers not only arrive safely, but even better-looking than before.
Stats for Fractured Art Auto Ads
Trending: Older & Chilly
Research: 1,255 clicks in 228 w
Interest: 1.8 minutes
Concept: Volkswagen Phaeton Campaign
Related: 43 examples / 33 photos
Segment: Neutral, 18-55
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