“Butcher” :30
“As the compact sedan segment became a pricing battleground, Volkswagen (VW) needed to challenge the perception that the Jetta was premium-priced. The agency tackled the challenge in a cheeky campaign that presented the VW Jetta as imminently affordable by situating the vehicle in a scenario that the average shopper might come across in a normal shopping day—the local butcher. The Jettas were hung from the ceiling as regular fare of the shop, with our butcher promoting the price as a great deal.”
