Volkswagen in South Africa ran a print advertising campaign with a difference in “Eat The Road”. Edible pages were inserted in Auto Trader, with the invitation, “Eat the Road. Seriously, eat it,” demonstrating the awesome read-eating acceleration of the new Volkswagen Golf R. Ingredients are glutinous rice flour, water, salt, propylene glycol, FD&C colour, and glycerine.
Credits
The Eat The Road campaign was developed at Ogilvy Cape Town, South Africa, by executive creative director Chris Gotz, art director Jonathan Lang, copywriter Tommy Le Roux.
Yummy, tastes like tar for authenticity