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