Volkswagen Ad Proves Precision Parking

Volkswagen Ad Proves Precision Parking

Volkswagen Ad Analysis

Volkswagen ad showing a porcupine in between bags of goldfish.
Volkswagen ad by Volkswagen

At first glance, the aim or message behind this Volkswagen ad is a little fuzzy. Where do goldfish and porcupines fit in when talking about a car company? Look to the bottom right corner to get the answer! Clear tagline: precision parking is talking about how Volkswagen cars nowadays have accurate parking help. In this ad, it’s trying to prove the Volkswagen’s park assist is very precise.

Volkswagen Ad Strategy

Volkswagen is advertising its new campaign that helps the driver park in tight spaces without hitting other vehicles. To achieve this, the ad shows the alignment of three goldfish in the bags and one porcupine that resembles the scene of parallel parking spaces and the right squeezes driver often must make. The porcupine spike is cm from popping the bags where the goldfish live.

This ad uses many advertising technologies — including humor, creativity, and analogy — to promote their product. So, Volkswagen wants to make feel people safe by advertising their new park assist feature. As this ad successfully lightens up the driver’s heart by using cute animals, it is very effective.

This parking assist feature ad successfully uses the need to feel safe, when you first see cute animals, you generally want to touch them and feel very safe around these animals instead of feeling threatened.

In this ad, Volkswagen represents the porcupine as a car trying to Parallel Park and the goldfish as cars already parked. So, they are trying to make customers want to buy this car by highlighting the people feeling wanting to be safe.

Another strategy they used was a good arrangement. If this advertisement didn’t have good placement, many people wouldn’t want to buy their car due to an unclear purpose. Overall, Volkswagen’s precision parking advertisement uses many technologies and strategies to effectively make the ad appealing.

Targeted Audience

The specific target audience for this ad is mainly teens who just got their license as more experienced drivers are not that scared of parallel parking. But when it comes to younger people who don’t have much experience, it is not easy to do parallel parking so they are scared. With the park assist feature, you as a new driver want to buy it.

This feature uses humor that teens would like rather than what old people like that’s why this ad is for mainly young people that just got their license. Thus, a porcupine between goldfishes is more likely to get the attention of a teen more than an adult because these two age groups have different tastes in humor.


Finally, this advertisement campaign is trying to connect and grab the attention of the consumer by relating to the everyday lifestyle of people. With this aid, Volkswagen is trying to send a message that when you ride their newest car; you wouldn’t have to worry about feeling scare when parking. This car with the latest parking assist feature will take care of all of your fears and you will be safe.

Thank you for reading!

If you would like to read more advertising analysis you can read the one I wrote about Guinness’s Ad.

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Thank you,

Sarkis Ardjian

Advertising Digest

Thank you for Reading!

Feedback is always appreciated! If you have any questions, concerns or suggestions feel free to email me at sam@theaddigest.com

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