# Undressed Autovertising (UPDATE) Volkswagen 'Pleasure Before Business' Helps People Prioritize By Emily Evans | Published 2011-05-17 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/volkswagen-pleasure-before-business References: [coloribus](http://www.coloribus.com/adsarchive/prints/volkswagen-passat-pool-14373605/) & [volkswagen.au](http://www.volkswagen.com.au/en.html) The phrase "business or pleasure" has become widely used throughout society, and the [Volkswagen](https://www.trendhunter.com/trends/volkswagen-tcross) Pleasure Before Business print ads put it to test. These three ads were released in April 2011 by ad agency [DDB](https://www.trendhunter.com/trends/cargurus-latest-ad) in Sydney, Australia. The Volkswagen Pleasure Before Business print ads not only reverse the popular saying, but they also use pictorial elements to literally act out the common phrase. One of the print ads places the Volkswagen [Passat](https://www.trendhunter.com/trends/airconsole-1) by a pool, one by a beach and one by a tennis court. These print ads depict the Passat between you (as represented by the car) and your leisure activity; in between these two things lies your transformation from business to pleasure. The Volkswagen Pleasure Before Business print ads will have you thinking twice about your summer priorities! ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 46% | Activity: 22% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Reverse Advertising:** Opportunity for brands to challenge traditional messaging and capture attention by flipping popular sayings and concepts. - **Embodied Messaging:** Trend of using visual elements to physically represent abstract ideas and create memorable advertising campaigns. - **Leisure Transformation:** Focus on the transformation from work to leisure as a way to promote products or services and tap into consumers' desire for relaxation and enjoyment. ### Industries Being Reshaped - **Automotive:** Disruptive innovation opportunity for car manufacturers to create ads that emphasize the enjoyment and leisure aspects of their vehicles, rather than just practicality and performance. - **Advertising:** Opportunity for ad agencies to develop creative and visually compelling campaigns that challenge conventions and provoke thought. - **Leisure and Entertainment:** Opportunity for leisure and entertainment industries to partner with brands and use their products as symbols of leisure and relaxation. ## Related on Trend Hunter - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Surreal Car Care Campaigns](https://www.trendhunter.com/trends/you-are-how-you-car.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Auto-Centric Short Films](https://www.trendhunter.com/trends/relax-we-care.md) - [Colorful Vivid Small Automobiles](https://www.trendhunter.com/trends/fiat-1.md) - [Cheeky Auto Campaigns](https://www.trendhunter.com/trends/he-got-money.md) - [Toy-Inspired Vehicle Finishes](https://www.trendhunter.com/trends/volkswagen-tcross.md)