Golf 'Picturesque'Discussing features can be a difficult area of car advertising. Most modern cars (and especially Volkswagens) begin to suffer from what is known as the 'swiss-army knife effect' where there is more technology than can be listed in a single execution. Building on Volkswagen's existing reputation for engineering, the intention of this campaign was to show that the Golf is better equipped than its rivals, without resorting to specifics.The ad was built entirely in flash and used panning and visual effects played over still photography to create a movie feel in a small file size.The high production values were necessary as the campaign was aimed at affluent 35 year old men in the active phase of buying. A discerning, informed and intelligent market.This execution generated twice the leads required.