The writing is on the sand

To combat tired ads, Volkswagen made an ad with tyres.

Summertime in Argentina, and everyone hits the road to the beach. They’re also being chased by automotive brands desperate to get their attention. To launch the new Amarok 4x4, Volkswagen and its agency Geometry got ahead of the game by getting to the beach early. When other drivers arrived, they found the name of the new car crisscrossing the sand. Targeting Cariló and Pinamar – two seaside towns known for their sandy roads – VW turned the new vehicle’s wheels into printers and left its name behind as branded tyre tracks. Talking of tracks, check out the Beach Boys parody on the case study soundtrack.