The Phaeton advertising reflects the philosophy of the Phaeton website - exploring interesting stories and letting the user have the ability to zoom into the car to any level of detail they desire. A refreshing and unconventional approach to luxury car advertising has been adopted where specific stories from the site can be tailored to the interests of the individual rather than just showing glamorous shots of the car. With this strategy a person on an architecture site might read a story about the Glass Factory (where the car was built) where as someone on Formula 1 site might discover the W12 engine. The advertising rolled out at different stages starting with a teaser campaign building up to explicit executions incorporating large parts of the website. In this way the advertisements became windows onto the Phaeton site giving an intriguing glimpse of the stories it offers.