The ad is a poem in braille that describes the feeling of driving, there is no translation in the advert. It´s not made for people that can see. At the end of the poem, there is a line that reads: The new Beetle, the world is changing.

It reached the expected 3,000 units, but it also did much more. One magazine where it was published loved it; they made a 4 page note about the ad, without PR from us. And our target feels that the Beetle is different, and is REALLY trying to change the world.