Ad of the Day | This Volkswagen print ad gets a new ending in the dark

Jan. 21, 2019

To promote the Night Vision feature from Volkswagen, NORD DDB wrote a new ending to a story that happen way to often on Swedish roads. When you read the ad in daylight, a poor little deer that’s about to cross the road gets hit by a big car. But if you wait until it gets dark (or turn off the light), the story changes and the big car stops before it’s too late.
 
The ad is printed with two layers of ink. One with traditional ink (for the daylight version), and one with fluorescent ink (that glows in the dark). It was printed on the backside of Dagens Industri Weekend (the Swedish equivalent to Financial times), and was published during the darkest time of the year.

Jeanette Asteborg, Marketing Manager at Volkswagen, says:

"You can read the ad in daylight and get a story about being careful when driving. But if you read it in the dark, the story will get a happy ending, and you’ll understand the effect of Night Vision. Almost like when you were a kid and wrote secret messages with a spy pen."

 

2018, there was over 60.000 wildlife accidents on the dark roads in Sweden. Night Vision is an infrared camera that see over 300 meters in front of the car and reacts to the heat from animal and human bodies.