This "new" direction doesn't seem so "new" really, it seems like another twist on the "surprisingly ordinary prices" campaign, which is fine too. Reminds me of my favorite line in an ad of that genre, image: guy walking past his Citroen RV with wheel clamp on it. Headline: "Sod it, I'll buy another one".

The 30 second TV spots break on Saturday 21st July and close with the strapline ‘Unbelievable value’. The 3 executions are supported by a print and digital campaign which will run until 10th September.
The campaign targets new car buyers, but aims to make the general public rethink the price of Volkswagen cars. The adverts are supported by strong tactical offers from the brand.

Jeremy Craigen, Executive Creative Director at adam&eveDDB, said: “This campaign marks a new direction for Volkswagen Value ads, but still executed in a way only Volkswagen can with wit, humanity and honesty.”

Kirsten Stagg, Volkswagen’s National Communications Manager, added: “They are eye-catching and eye-opening adverts that will challenges people’s concept of value and help them recognise the affordability of our range.”
The media spend across all channels for the campaign is £2.8million.