The campaign met the brief by dramatising the over-confident behaviour of a New Polo driver, encouraged by the physical strength of the car. Its originality was rooted in the element of disguise and surprise: the recreation of what appeared to be a genuine strip of discarded passport photos, subsequently revealed to be a marketing communication. 80,000 strips were distributed at appropriate bars and restaurants in eight targeted UK cities and this environment was key to the relevance and impact of the piece. The reverse carried the strapline and featured the Volkswagen URL and response phone number to enable further investigation.

Although the Volkswagen website and phone number were included on the reverse of the photo strip, the piece was not designed to deliver measurable responses. It was an extension to the overall launch campaign which was planned media-neutrally. The launch integration was described by the client as 'seamless'.