Passat drivers are middle-class men in their 40s and 50s who are starting to feel slightly marginalised by a society of SMS-ing teenagers, celebrity Heat magazine culture, and reality TV. For men of this age, ‘fluff and nonsense’ is often most apparent in those who succumb to the dreaded mid-life crisis. The core creative idea for the whole campaign is centred around this phenomenon, and how the Passat is the very antithesis of the various insecurities and superficiality that appear in such a crisis.
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