Passat: A car built out of obsession

Since its launch in the late 1980s, Volkswagen's Passat had only ever sold in small quantities, mainly to older drivers who favoured the estate version.
Agency:Author: Not credited

Passat: A Car Built Out Of Obsession

INTRODUCTION

Most great advertising campaigns are not born out of a sudden flash of inspiration from the planner, but are the result of a long and exhaustive process. The role of planning has been compared to that of a detective in this respect: You may well stumble across the murder weapon but it is much more likely that you will have to weigh up all the information, know which questions to ask, and more importantly know when to spot a clue. In the case of Passat, the input...

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