IDEA: In this ad the connection is instant and totally surprising because the idea the product is trying to transmit is absolutely conceptual. This image plus the benefit of the car are decoded immediately when someone parks and finds the boot of the VTS in front of him. This action produces both impact and stong memory, communicating the benefit of the car in an instant and easy way.

There is only a small portion of the public that will be able to afford it and who will have access to the exclusivity of 50 units a year; therefore, the investment on the media should be effective. As we were not provided with a wide variety of financial resources, this was an interesting proposal which succeeded in communicating the desired benefit.