The most impressive thing about this print ad, in my opinion, is the use of pareidolia – looking at something and seeing something else within it. We’ve all seen thousands of images over our lifetimes with the moon shining hauntingly over the ocean but it took the talented team at Grabarz & Partner’s to see beyond this and create such beautiful image. DDB having been doing VW’s ads for decades but it’s nice to see what a different lesser known agency can do with the same marketing constraints and ethos that DDB has formed with Volkswagen.
The ad uses hyperbole to great effect, comparing the new fuel tank to an ocean. However, some will see this as hinting towards the idea of polluting the sea – something a car manufacturer would obviously want to disassociate itself from. However, the more logical will hopefully enjoy the beautiful imagery and of this striking print advertisement. What are your thoughts?
Agency: Grabarz & Partner, Hamburg, Germany
Executive Creative Director: Ralf Heuel
Creative Directors: Christoph Breitbach, Christoph Stricker & Timm Weber
Copywriter: Christoph Breitbach
Art Director: Jasmin Remmers
Illustrator: Andrea Ventura
Account Supervisor: Angela Jaeger, Jasmin Schwarzinger & Peter Stroeh