Plain English Campaign

The car manufacturer Volkswagen has launched a new marketing campaign which attacks the use of gobbledygook and 'spin' in modern advertising. The campaign, which promotes the firm's Passat model, features simple descriptions of everyday items such as a cup of coffee, alongside longer versions such as 'double-choc cinnamon mochaccino with cream'. The car is then 'positioned as a simple concept in a world of fluff' according to Proximity London, the agency behind the campaign. Volkswagen is keen to be seen as a company that 'thinks like its audience'.