Last night Top gear excelled itself.
Clarkson & May were set a task to make a Volkswagen ad. Of course there was a lot of jolliness along the way, but if you like creating radio or TV ads, VW's agency (DDB) dispensed some great pearls of wisdom. The main one being "At the heart of all good Volkswagen advertising, there is always a product truth."
"Truth" isn't what you believe. Because what you believe isn't necessarily truth. It's just what you believe ! So the 'truth' you promote has to be an undeniable fact and nothing less.
It's something I completely support and if you'd like your radio ads to contain truths that the audience will embrace with open arms, contact us.
In the meantime, here is what I believe to be one of the best VW ads ever made. It's years old, but I adore it's simplicity and compelling proposition. See it here.