Let’s talk about car advertisements today. There’s always something missing in these ads or there is too much of nothing in them. More often than not, viewers are stuck with those predictable shots of cars zooming across the city streets at unimaginable speeds or beautiful women falling for those muscular car men. If these scenes aren’t there, then it is a whole list of the car technical features in a 30-second ad that just go over the head. Have you ever decided to buy a car after viewing the ad? Has an ad ever compelled you to buy a car?

Now, at last, we have an ad campaign that makes road sense. The ad that proves that German engineering is just perfect for the sad Indian roads. This is all that Volkswagen promises for its hatchback, Polo. Isn’t that enough to allure prospective buyers? The ad has been executed very well. No other automotive major, till date, has promised such a thing to the Indians.

Everybody knows that the cars are great. The brand name itself speaks for the features. But what is that special extra in your car? All is well, but will your car run on our pathetic roads? That is what viewers would want to know. Project your ad in a watch-worthy fashion and there’s going to be no stop. The Polo ad has done exactly this. There is a series of Volkswagen Polo ads, each highlighting the car’s road-worthiness. By now, everybody knows what’s special in the hatchback. The way VW has tried to instill humour in each commercial to chuck out the boring road stories only adds to the effect.

Commercial 1: We have a plump owner checking out the Polo’s ground clearance level. He places an ostrich egg below the car and drives over it. The egg is left safe and sound, proving the car’s high ground clearance. But the annoyed Mama Ostrich isn’t too pleased with man’s performance and you find the man running for his life.

Commercial 2: Our chubby gentleman tests the Polo’s ruggedness, by engaging a rhinoceros. Oh yes! The car is safe, but the man runs for his life yet another time. The series continues.

Commercial 3: Our chap now tries the road handling test. He finds a road blocked with cattle and the Polo easily squeezes in between the herd and gets past it. But, finally the man has to hide beneath the car to get rid of the herd’s rage.

Commercial 4: The skeptic test driver goes ahead testing the Polo’s fuel efficiency. Filling exactly 1 litre fuel he tests if he can drive for 22 km. The car runs the entire distance without a re-fill. Unfortunately, at the end of the mission, the man finds himself in a jungle surrounded by tribals. The moral of these commercials is that the proficient Volkswagen engineers have already tested the Polo in Indian conditions and there is no need for the consumers to carry out their own tests.

A very good marketing tactic and it sure makes sense too. There may be a few minor production flaws here and there. The rhino commercial, for example, is a little sloppily made and could have been made finer. But, such things can be overlooked and Indian consumers will surely buy into this. We hope other carmakers too take the hint and tell stories that everyone would want to listen to instead of the cold brochures and sizzling girls.

Not just Polo. VW has come up with some very good ads for its Beetle too. A couple comes in a Beetle and stop in front of the valet. Just as the man is about to hand over the money to the valet for parking the Beetle, the valet gives the man money for having the privilege of parking the Beetle. Next, the valet sits in the car, wears his shades and takes the Beetle away in style, to park. A brilliant ad for a brilliant car!

Then we also have the other VW ad where a little lad discusses with the salesman the car that he would have for his eighteenth birthday, another one when he becomes the vice president and yet another Volkswagen when he becomes the CEO. Great thoughts and wonderfully executed!