The document summarizes an advertising campaign for the Volkswagen Passat. The target audience is young and adult clients. The campaign aims to position the Passat as comfortable and high-performing through a 31-second video showing a son taking his father's car for a drive. It will communicate the key promises of comfort and performance with the slogan "Short name, long on comfort and performance" in a friendly, comfortable, and funny tone.

1. Ad Campaign
Analysis
By Camila Mejia

2. General Information
• Automobile
Type of
Product:
• VolkswagenBrand:
• Short name, long on
comfort and performance.
Campaign
Name:

3. Creative Briefing
Target
Audience
• Adult and
young
clients
Desired
Positioning:
• Sell the
product .
• Drive
comfortably.
Key promise or
Benefit:
• Short name,
long on
comfort and
performance
Communicatio
n Tone:
• Friendly
• Comfortable
• Funny

4. Message Analysis
What does it
says?
That there is a new
Passat model.
How is it say? Elegantly and friendly
Whom is it
addressed to?
Young and adult
clients.
When it is
said?
When the kid is
moving the car.
Where is it
said?
In the parking spot of
the owners House.

5. Concept and Slogan
What is the concept
chosen to differentiate
the product or
service?
Smart as a
Volkswagen
What is the slogan?
Short name, long
on comfort and
performance

6. Web platform

7. Web Platform (cont.)

8. Good and Bad of the Product
The good
The Fender audio set it above the crowd for music lovers.
The navigation, stereo, and phone interfaces are easy to use.
The Bad
The navigation system has a separate map view for traffic data
It does not give text-to-speech turn-by-turn directions.
•.

9. Creative Execution
Execution elements:
• Characters: Son taking fathers car out.
• Images: House parking spot
• Texts: Volkswagen slogan
• Music: Funny and pleasant music.
Execution Aspects:
• Size: 31 seconds

10. Campaign Video