VW Phaeton: Handcrafted Luxury

Volkswagen is known for its innovative Ad Campaigns. The innovation can be easily seen in Newspaper Ads, TV Ads, Banners and Internet etc. When VW launched its Phaeton it tried to establish it as a vehicle of Emperors of traditional times. That’s why the Ad says “Dear Emperor, Your car is finally here.”

The Ad is focusing on the Taj Mahal that is made by hands by the greatest craftsmen and then it compares the luxury of the car with the same and named it as ‘Handcrafted Luxury’. Later the company introduced the Chariots to show the Handcrafted luxury.

 

Forest Preview

 

Battlefield Preview

 

Wedding Preview

The name Phaeton is derived from Phaeton, the son of Phoebus in Greek Mythology and the Phaeton Auto Body Style matches with the type of Horse Drawn Carriage of that time. We can notice that its Chariots are also showing the Car as Carriage that is drawn by the Horses in the front. Here three different situations are shown- one is forest, second is battlefield and third is wedding. These 3 situations are also taken from Greek Mythology- Forest, where emperors used to go for hunting and entertainment too; Battlefield, because most of the times emperors were to fight in the battlefield; and Wedding, as it was an essential part of their lives. That’s why Volkswagen describe this Car as their ‘Premium Class’ vehicle.

Volkswagen Phaeton advertisement is created by DDB Mudra Group, Mumbai, India. The ad’s are influenced by Indian folk art.