By Amy Houston, Senior Reporter

October 23, 2023 | 2 min read

The film promotes the German brand’s range of SUV cars.

A stylish ad from Volkswagen introduces the world’s pickiest person when it comes to sitting down. In the minute-long spot, viewers see a woman who just cannot get comfy no matter where she plonks herself.

Be it the cinema, office or at the doctor’s, no matter the shape or size of the chair, the protagonist finds something wrong with it. The punchline is that it’s only when she sits down in the Volkswagen Taos that she finds comfort.

“Our consumers should not have to sacrifice on quality, no matter what caliber of vehicle they’re driving,” said Rachael Zaluzec, senior vice-president of customer experience and marketing at Volkswagen of America. “This campaign speaks to the quality, comfort, and value that come with investing in an entry-level SUV like the VW Taos.”

‘No Going Back’ is the work of the creative ad agency Johannes Leonardo and was directed by Bjorn Rühmann.

“Our goal was to tell a compelling story of how quality does not apply to everything we seek. And once you’ve experienced the level of quality that Volkswagen brings, it’s hard to go back,” said Jonathan Santana, executive creative director at Johannes Leonardo.

“The work’s narrative and creative elements work together to portray the quality and craftsmanship that sets the Taos apart, resonating with those who appreciate a touch of style in their everyday lives, emphasizing that affordable luxury can be attainable for all.”

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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