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NEW YORK Volkswagen of America has launched a push through Havas’ Arnold for its Phaeton luxury sedan, targeting drivers who are less apt to judge luxury by a nameplate.
A 90-second teaser spot, running in art-house cinemas, satirizes science documentaries. It shows a little girl being tested for associations between shapes and colors. The study finds that she tends to group all pictures by color regardless of shape. Then, a 30-ish white-collar guy faces a similar test with pictures of the Phaeton that block out the VW logo.
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