A series of films, each built around the same impossible situation: Volkswagen’s 0% credit offer across the entire range means a customer can afford every car in the showroom. Different characters, same beautiful dead end. A Tourolf. A Golfinelle. A Blouge. “Blouge. C’est bien, blouge.” The tagline wrote itself: “Le plus dur, c’est de choisir.” The hardest part is choosing.
As one automotive journalist put it at the time: “As always with VW and DDB, it’s funny, unexpected and immaculate in its details, especially the performance of the salesman.” Viewers were equally direct: “Tourolf or Golfinelle? I don’t know which makes me laugh more. Seriously, the people behind Volkswagen ads deserve prizes.”
Directed by Rudi Rosenberg, the neologisms took on a life of their own. Volkswagen leaned in, driving a bicolour Golf through the streets of Paris for four days under the hashtag #Blouge, tying the activation to the France-Russia football match where the players wore blue and red.
A decade later, automotive and advertising accounts still post the films back with the caption: “CULTE.”
