Fun new VW bus ad is great for grammar geeks

Volkswagen OOH billboard showing a new VW bus with the text it's back, its front, its back again
(Image credit: Volkswagen)

We love an advert that uses punctuation well, and a new campaign from car manufacturer Volkswagen does just that. To promote its new fully electric VW Bus, called the ID. Buzz (we're not sure about that name), creative agency Johannes Leonardo has created a campaign that puts the ID. Buzz front and centre, quite literally. 

The ad states 'It's back. Its front. Its back again', accompanied by images of the car guessed it, the front and back. There's also a version with the vehicle's side. 

The clever omission of the apostrophe after the first 'It's back' adds something extra to the ad. This is primarily an OOH campaign but the sentiment is definitely up there with some of the best prints ads.

Johannes Leonardo has also used clever copy elsewhere in the campaign, like in the 'Something old, Something new, Something borrowed, Something blue' ad, which makes reference to the older VW buses (see below).

Overall, this is a smart move from Volkswagen, whose move to a new VW logo in 2019 we also applauded. The ID. Buzz isn't available to buy until June 2024, but we look forward to seeing more from the brand in the meantime.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.