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Volkswagen’s ‘Eat The Road’ Campaign Literally Encourages People To Eat Their Edible Print Ads

Volkswagen's 'Eat The Road' Campaign (Images courtesy Ads Of The World)
By Andrew Liszewski

Having taken ‘Fahrvergnügen’ farther than it really needed to go, Volkswagen has apparently been on the hunt for more unorthodox forms of advertising, and it seems like they’ve hit the nail on the head again. In order to literally demonstrate the “awesome road-eating power and acceleration” of their new VW Golf R they created the print ad pictured above featuring the tag line “Eat the road.” And it turns out the ad, which was placed in South African copies of the Auto Trader, was actually printed on paper made of glutinous rice, flour, water, salt, propylene glycol, FD&C color and glycerine. Meaning it was completely edible. Now I’ve no idea how it tasted, but I’m hoping the trend is carried on at upcoming auto shows since Doritos flavored brochures and press releases sound like the perfect snack.

[ Ads of the World – Volkswagen: Eat the Road ] VIA [ Adweek ]