Print ad: VW Up!: Parents

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The Volkswagen up! is Volkswagen's newest entry level car entering the South African market. It's designed to run around the city. And that's about it. It's not going to build your image and status, which gives it a certain coolness for people who aren't into that. So Ogilvy South Africa embraced its utility in an honest, direct campaign. It's a car that takes you places. That's what cars are for, aren't they?