'It test drives you' was the Volkswagen Touareg brand promise for its India launch. And we wanted to drive home the point with a full page launch print ad. 

 

Readers opened their newspapers in the morning to find an unsettling image making them feel like they were driving a Touareg off a cliff. Simultaneously a photosensitive diode activated a vibrator embedded inside the newspaper, making the newspaper tremble in their hands. The copy read: 'It's not the steering wheel that's trembling. It's you.’