VW peppers Denmark with a mission statement TVC explaining the principle, while showing off the car and directing people to their website. "The Polo Principle" is about bringing advanced tech to the masses, in a Polo you can find features that are spotted in high-end cars. Democratize innovations.

Like the fun theory, "the principle" lets people join in.

Ad Agency: DDB dk

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.