The launch of the completely re-designed Volkswagen Passat was centered around two amazing discoveries: 1. Absolutely everything emits ego. 2. Though possessing all the same features of high-ego German luxury sedans, the Volkswagen Passat emits far less ego. Figuring out how required a closer look. So “Ego-Emissions Indexes” were compiled for absolutely everything on egoindex.com. The public was then informed that the Passat has the Lowest Ego Emissions of any German luxury sedan. And at the end of it all it was finally revealed how the Passat could emit less ego than its German counterparts. It was because… it’s a Volkswagen.

First, Ego-Emissions Indexes for absolutely everything were compiled on egoindex.com. Ego Index brochures were created and inserted into national magazines. A series of television commercials were created. Outdoor boards were crafted. So was a classic, long-copy print ad. Low Ego Emissions badges along with “No Vanity Mirror” and “Low-Ego Horn” stickers were applied to Passats at dealership. An Ego Emissions Dial was created for VW.com so users could turn the dial to see what a higher-ego Passats might look like. Additionally, daily “Ego Emissions Reports” were announced via local radio stations.