Challange: Produce a newspaper ad for the desirable new Volkswagen Polo.

Solution: We targeted people in the market for a new car. In the motoring sections of newspapers, we ran a double-sided ad that capitalised on the Poloâs appeal. By cutting out and using the ad, people could put their current cars up for sale, while driving around with a constant reminder of the car theyâd rather have: the gorgeous new Polo.

Result: We turned car windows into a new media space. Every car that used our ad became a mini billboard for the Poloâs sheer desirability â a fact made even better when it was a Toyota or Ford with our Volkswagen message in its window.

Advertising Agency: Ogilvy, Cape Town, South Africa
Executive Creative Director: Chris Gotz
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry