Self-maintenance has become a discipline. Skincare stretches into multi-step routines, workouts get harder, ice baths and hair treatments turn into rituals. Cars ask for the same discipline, and France’s fleet keeps getting older, which makes upkeep less optional every year.
The film, directed by Usman Abdul, watches these routines with a straight face: the skincare shelf, the brutal training session, the cold plunge. Every ritual looks a little excessive. Then the line lands: if only everything could be maintained as easily as a Volkswagen.
Volkswagen backs the line with its own maintenance contract, price locked for two years, with discounts that grow once the car passes five years old. Self-care keeps demanding more. A Volkswagen asks for less over time.
