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By Ishbel Macleod, PR and social media consultant

February 20, 2013 | 1 min read

Volkswagen has unveiled an ad for its new Beetle Convertible, created by Deutsch.

Entitled ‘mask’, the ad shows a man in a balaclava walking into a local shop, walking up and down the aisles and picking up food while other shoppers look dismayed and try to hide.

The ad looks to ramp up the suspense before the truth of the matter is revealed.

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