Funeral
- Brand:
- Volkswagen
- Agency:
- DDB New York
1969FilmVideo · YouTube
Timeless principle
Turn a practical product truth into a judgment about character.
The idea
Let a miser leave his fortune to the one relative sensible enough to drive a Volkswagen.
Why it works
The funeral’s solemnity makes the final bequest feel both surprising and inevitable. Economy is not presented as deprivation but as proof of intelligence the dead man recognizes. Volkswagen makes thrift aspirational through narrative wit.
