A $65,000 Volkswagen? Precisely.
It’s all in the engineering. And the history. For context, just consider a small German import called the Type 1 that sold two units in America in 1943. Our approach with print ads for the 2005 Phaeton was to create a visual link with VW’s iconoclastic past. The idea of the Phaeton was daring. Helmut Krone’s art direction for VW’s first campaign was equally daring. We thought, let’s mix the two.
And while we could debate the corporate strategy of introducing a $65k Volkswagen in the U.S., fact is, the first year’s quota did sell out. Clearly, some people thought it was worth every penny.
Here are three examples of print ads we created to help launch the VW Phaeton in 2005.
