In a market flooded with models, engines and technologies, the real barrier to purchase for many buyers isn’t desire. It’s paralysis. We invented a name for it: decidophobia.
We created Maxime: a man so constitutionally incapable of making choices that even ordering lunch becomes a medical emergency. Directed by Harold Einstein, the saga unfolds across a series of films where the comedy mirrors something true. In a category defined by hyper-choice, Volkswagen’s clarity is itself the product. Jean-Manuel Caparros-Crespo, Director of Communication at Volkswagen France: “Volkswagen has always embodied the safe choice, a cardinal value that is even more relevant in an environment marked by hyper-choice.”
Stratégies named it one of the defining campaigns before the BBDO rebrand, noting how it returned Volkswagen to the “light comedy, powerful insight” approach that made the brand famous.
