DDB Paris has delved into Volkswagen’s past to put a very modern twist on the old idea that your VW can help assuage life’s many challenges. The whole obsession with longevity and youth is played out by an ordinary guy grappling with ice baths, LED face masks, teeth whitening strips, micro-needling rollers, ab workouts, mindfulness and super foods.
The 2026 punchline is “If only everything was as easy to maintain as a Volkswagen”, which plays out as he shakes hands on a 30% discount deal for customer service. The original, of course, is BMP’s famous “changes” ad from 1987, which finishes with “If only everything in life was as reliable as a Volkswagen.”
MAA creative scale: 8
Here’s the 1987 masterpiece. It’s not necessarily aged well – a Princess Diana lookalike and a fur coat that shows no regard for animal welfare – but in 2026, the “reliability” play is more of a balm to the soul than ever.