With a new advertising campaign, an iconic German car dealership makes it clear that its consumers should stick to Volkswagen parts in order to get the most out of their vehicle.
The company does this with the help of the South African advertising agency Ogilvy & Mather, with ads that feature people in comically unfortunate attire, haircuts and more. With this, Volkswagen and Ogilvy & Mather illustrate that just because something falls under the definition of a word, doesn't necessarily mean it is right. The ads shows this with a man wearing ill-fitting denim shorts, a hairstyle gone horribly wrong and a sweat-covered man doing a bizarre kicking dance to the terror of his onlookers. Overtop of each image is text explaining them, with words the words: "They're jeans. Technically." superimposing the image of the man in shorts.
With this, the company shows that buying Volkswagen parts can make all the difference by comparing its competitors to the targeted features of the images.