Volkswagen Passat Eco Fuel: Human emissions, Mushrooms

If you read these ads you emit as much as the car does over 1km.

Advertising Agency: DDB Stockholm, Sweden
Creative Director(s): Andreas Dahlqvist
Copywriter(s): Martin Lundgren
Art Director(s): Simon Higby
Other(s): Account Director: Lars Axelsson. Planner: Cecilia Cederlid, Account Manager: Barbro Långjuth. Graphic Designer: Niklas Andersson


Muhammad Imran's picture
Muhammad Imran
614 pencils

Awesome indeed:) Love it... 8*

morse's picture
16530 pencils

Is this true?

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

The Lion's picture
The Lion
122 pencils

Good to see solid copy ads here.

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

It's good, only IF people would read it. I doubt much people would.

morph's picture
38 pencils

No, no, no. You don't publish a (bogus) long copy ad and then hope for people to buy your product. I was pissed when I read through the first paragraph and skipped to the end (because it was so dull) and realized the whole point was to say "ah! Got you! All the time you lost in your life reading about this piece of crap mushrooms you emited the same CO2 as my eco-car". Imagine what one would feel after reading the whole thing...

Really? Is that all you had to say? People don't read much copy nowadays, don't alienate the few rest who still read long copy.

Geez. Like Dzsoi said "go sit in the corner and think about what you did!"

silvi's picture
4172 pencils

I really love this idea

mycidea's picture
90 pencils

To emit less CO2, I didn't read the whole artical.
I like the idea, maybe this ad is not in fashion magzine.

dialmfor's picture
33 pencils


rwabels's picture
49 pencils

Brilliant! They obviously don't expect anyone to actually read it (except the 1st and last bolded line). The point is strongly made in my view and is in line with the brand's always intelligent advertising.

pedroesparcia's picture
2 pencils

If you want to read the complete artical go to, text if from it!

bobby666's picture
1460 pencils

good one. really liked it. quite intelligent and great homework.+

ssset's picture
3 pencils

It's a pity. A typical example of great idea - poorly executed.
If just the writing would be interesting and worth the 160 breaths/20g CO2 and not only copied from wikipedia - even it won't be read very often.

Guest's picture

Actually not worth the 160 breaths. Nice idea, but the final product could have done much better.

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