Kids ad for Volkswagen by DDB, Paris Kids ad for Volkswagen by DDB, Paris
Kids ad for Volkswagen by DDB, Paris Kids ad for Volkswagen by DDB, Paris
Kids ad for Volkswagen by DDB, Paris Kids ad for Volkswagen by DDB, Paris
Kids ad for Volkswagen by DDB, Paris Kids ad for Volkswagen by DDB, Paris

White lies

03 : 08 : 2015 Tom Haugomat : Volkswagen : VW

Paris – Creative agency DDB Paris has collaborated with illustrator Tom Haugomat to create a series of print ads for Volkswagen that examines the lies parents tell their children.

  • French-run ad is a continuation of DDB’s Parents Lie video campaign
  • Campaign promotes the carmaker’s used-car programme, Das WeltAuto

The illustrations, created in Haugomat’s distinctive style of pared-down colours and swathes of negative space, depict parents with their children in a number of scenarios.

At the top of each picture is a caption featuring a classic parenting fib. In one image, a father tells his child that if he pees in the swimming pool, he will be flushed away and another shows a dad telling his daughter that their dead fish is sleeping.

The campaign aims to deter consumers from visiting used-car salesmen and encourages them to instead use Volkswagen’s professional service. This is strengthened through the use of the tagline: ‘If they lie to their kids, what will they tell you when they sell you their car?’

The Big Picture: This straight-talking approach is something we will examine further in our forthcoming Anti-authenticity Marketing macrotrend. For more, book tickets to our Autumn/Winter 2015 Trend Briefing, Beyond Borders.

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