文/Illusion@TOPYS
买得起好车,却不一定养得起好车。大众汽车为了宣导“使用原装配件很重要”,给车主邮寄了份特殊的DM。说是DM,其实收到的是一盒凌乱的拼图,欲知详情的话请自行组装。
大功告成却会发现,有一块怪怪的拼图,怎么能如此不和谐呢?抛起的爆米花中间,出现了一只蜘蛛?击打排球的瞬间变成了仙人球?隐形眼镜变成大头钉,看一次痛一次啊。文案:Just because it fits, doesn't mean it'll work.Choose Volkswagen Genuine Parts.(合适不代表能用,还是选择大众原装配件吧!)自己亲手拼凑的错误,这样的互动DM是否更让人印象深刻?
Advertising Agency: Ogilvy & Mather, Cape Town, South Africa
Creative Director: Chris Gotz
Copywriter: Sanjiv Mistry
Art Directors: Jamie Mietz, Prabashan Gopalakrishnan Pather
Producer: Heleen Destroo