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,Secondly, the adverts were meant as humerous but aimed to show glamorous people driving VWs, vw have always made cheaper cars for those that dont have millions in the bank but half the aim of marketing is to make people 1. Want your product and 2. Be happy to pay more for it, the aim has always been to upsell.
The iPhone for example is no better than any other android phone but apple have the best marketing team in the world which is why people camp outside the apple stores ever iPhone release and are happy to pay 50% more just to have the latest phone from Apple. This is basically the same tactic that vw have been applying to vw cars for year. Wonder why the majority of cars in movies these days are all audis? And depending what film you watch you'll see VWs starting to creep into films aswell. This is not by accident
The 1st and 3rd adverts portrayed vw drivers as being glamorous, the casino ad portrayed him as being a bit of an idiot really. VW aren't the only company to try and glamourise a humdrum car: ford did that in the 70s with the mk3 Cortina.
And yes, I'm very familiar with product placement. Lotus did it in the late 70s with the Esprit, managing to get it in The Spy Who Loved Me, and ford got the previous shape mondeo into a James Bond film.