Eat the Road

April 2011
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Volkswagen needed to find an innovative way of demonstrating the awesome road-eating power and acceleration of the new Volkswagen Golf R in magazines to increase sales. So, an edible insert that literally gave people the chance to “Eat the road” was conceptualised and placed in a motoring magazine.

Eat the Road. Seriously, eat it. Ingredients: Glutinous rice flour, water, salt, propylene glycol FD&C colour, glycerine.

Advertising Agency: Ogilvy, Cape Town, South Africa
Creative Director: Chris Gotz
Art Director: Jonathan Lang
Copywriter: Tommy Le Roux
Illustrator: Morgan

Comments (14)

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Highest Rated

Jason RIeff's picture
Jason RIeff
93 Activity Scores

I hate gimmicky ads... but this one is done in a great way- should've won at Cannes or NYF last year, not sure why it didn't.