volkswagen ad campaign - wordpress.com · 2017. 12. 9. · original ad this campaign is meant to...
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![Page 1: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/1.jpg)
Volkswagen Ad Campaign
![Page 2: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/2.jpg)
Original Ad
This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this case, park assist.
The ad uses the hedgehog/porcupine and goldfish as metaphors for cars and the what it feels like to parallel park.
![Page 3: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/3.jpg)
Design: Alignment
The elements are aligned in a straight, diagonal line to mimic parallel parking.
![Page 4: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/4.jpg)
Design: Contrast
The hedgehog/porcupine contrasts strongly with the goldfish bags in color, shape, and level of detail to make it stand out.
Smooth shapes vs. spikey shape
![Page 5: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/5.jpg)
Typography
The ad uses a clean sans serif font that matches the style of other Volkswagen advertisements.
The simplicity also goes with the simplicity of the design.
![Page 6: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/6.jpg)
Color
Most of the ad is high-key and monochromatic.
The central elements, the animals, draw the eye because of their darker and brighter colors.
Light color with low contrast
Darker value; brighter color
![Page 7: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/7.jpg)
New Ad
![Page 8: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/8.jpg)
Consistencies: Alignment
The elements are aligned in a straight, diagonal line as in the original ad.
![Page 9: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/9.jpg)
The puffer fish contrasts strongly with the bubbles in color, value, and level of detail to make it stand out.
It also contrasts with the background. The background has an underwater texture applied to it to create an subtle sense of environment for the scene.
Consistencies: Contrast
Smooth shapes vs. spikey shape
![Page 10: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/10.jpg)
The new ad uses a simple sans serif font like the original.
Consistencies: Typography
![Page 11: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/11.jpg)
The ad is high-key and mostly monochromatic, with only the fish darker and in color.
Consistencies: Color
Light color with low contrast
Darker values
![Page 12: Volkswagen Ad Campaign - WordPress.com · 2017. 12. 9. · Original Ad This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this](https://reader035.vdocuments.mx/reader035/viewer/2022063017/5fd7a6aad6b73150013e7750/html5/thumbnails/12.jpg)