Here’s an effective print ad for VW Phaeton that doesn’t show the product at all — not the exterior, interior, engineering marvels or even a silhouette of the product. In fact, you wouldn’t make the connection to an automobile, much less a specific brand, if you didn’t see the VW logo and read the tagline at the bottom of the page: “Arrive in better shape. The Phaeton with adaptive air suspension.” At first glance, the ad just looks like an intriguing dissection of Cubist art. Look again. The humor (and the marketing message) come through when the ad is taken in as a whole. Very clever.
Grabarz & Partner in Hamburg, Germany, created this print ad series, titled “Cubism,” illustrated by Silke Bachmann.