Volkswagen ads have been shifting in unconventional directions lately in an attempt to break through cluttered auto marketing. Tim Nudd at Adweek recently wrote about VW South Africa’s newest ad that can actually be eaten. Running in Auto Trader magazine with the apt copy “Eat the Road,” the ad is printed on edible paper with the ingredients listed on the side. The ingredient list looks harmless enough with its glutinous rice flour, water and salt, but then you get to the propylene glycol which the EPA advises avoiding to prevent brain, kidney and liver abnormalities. Perhaps Volkswagen should curb its eccentricity to avoid biting off more than it can chew.
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