Hungry? Why Wait? Try Volkswagen’s Edible Print Ad

Volkswagen is all about the unusual print ads lately. In Norway, the automaker recently offered test drives right inside a print ad. Now, VW South Africa has cooked up a lovely little ad you can eat—and placed it in Auto Trader magazine. "Eat the Road," reads the copy. "Seriously, eat it." The ingredients are listed on the side as "glutinous rice flour, water, salt, propylene glycol, FD&C colour, glycerine." It's not really clear if those ingredients form the coating for the road that appears in the ad, or what. Are you supposed to wolf down the whole thing, paper and all? A little research into propylene glycol isn't very encouraging—in the U.S., the EPA warns factory workers to avoid skin contact with PG to prevent brain, liver, and kidney abnormalities! I'll stick to reading the thing. By Ogilvy Cape Town. Via Ads of the World.