Or maybe, just maybe … this is the best ad ever?

What a lot of people forget — distracted by the artful layouts and white space — is just how much the DDB Volkswagen campaign stressed hard-hitting product benefits, and was based on deep insights around the product itself … they leveraged the inherent drama of the product. Here’s another great example, where the benefit is “easy to get parts,” but the illustration of that benefit uses stimulus-response principles to make the point so strongly — and so much strongly than just saying “we have a lot of parts:”