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Volkswagen Ad Campaign
Original Ad
This campaign is meant to bring attention to the useful optional features available for Volkswagens, in this case, park assist.
The ad uses the hedgehog/porcupine and goldfish as metaphors for cars and the what it feels like to parallel park.
Design: Alignment
The elements are aligned in a straight, diagonal line to mimic parallel parking.
Design: Contrast
The hedgehog/porcupine contrasts strongly with the goldfish bags in color, shape, and level of detail to make it stand out.
Smooth shapes vs. spikey shape
Typography
The ad uses a clean sans serif font that matches the style of other Volkswagen advertisements.
The simplicity also goes with the simplicity of the design.
Color
Most of the ad is high-key and monochromatic.
The central elements, the animals, draw the eye because of their darker and brighter colors.
Light color with low contrast
Darker value; brighter color
New Ad
Consistencies: Alignment
The elements are aligned in a straight, diagonal line as in the original ad.
The puffer fish contrasts strongly with the bubbles in color, value, and level of detail to make it stand out.
It also contrasts with the background. The background has an underwater texture applied to it to create an subtle sense of environment for the scene.
Consistencies: Contrast
Smooth shapes vs. spikey shape
The new ad uses a simple sans serif font like the original.
Consistencies: Typography
The ad is high-key and mostly monochromatic, with only the fish darker and in color.
Consistencies: Color
Light color with low contrast
Darker values
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