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.
Creative Director: Chris Gotz
Art Director: Jonathan Lang
Copywriter: Tommy Le Roux
Illustrator: Morgan
So what? A poster/commercial/billboard/event has already been done thousands of times. Its used for a whole different brand as well. I like the ad.
I don't think because it has already been done and that they have adapted it that it deserves a 1. That's just mean.
definitely wouldn't eat it after it has been used by a printing machine. Also the idea is quite old.
This is how this ad comes about:
"Let's make a print ad that people EAT!"
"Wait, how are we going to tie that idea into our brand/product?"
"Who cares, we'll figure that part out later."
I don't mind it and I'd definitely have a taste in the waiting room at the dentist's office. Sucks for whatever ad gets placed on the back of it though.
Done as AD: http://ccsp.com.br/ultimas/noticia.php?id=34208
Shortlist in CANNES
Is "Eat the road" a popular expression in South Africa? It doesn't sound right where I'm from – it reminds me of eating someone else's dust.
very forced.
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Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages
This is quite boring to be honest. Would expect something better from Volkswagen.
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.
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