Get tough on convention in 101 words

Small car advertising often features young single women nipping around town... shopping. It's called 'category convention'.

But small cars are bought by 64 year-olds and car manufacturers don't want old people featured in their ads.

Having driven big cars whilst they had incomes and families 'empty nesters' choose small cars for cost and convenience.

But they still need reassurance so we promoted Volkswagen Polo’s strength and protection.

Since 64 year olds don't think of themselves as ‘old’ there was no need to depict them in advertising.

And intelligent ads created just as much desire for 30 year-old used car buyers too.