Hats off to the Citi Golf farewell tour

Weekend Argus (Saturday Edition) - - PROPERTY -

OGILVY has al­ways done ex­cel­lent ad­ver­tis­ing for Volk­swa­gen – and helped build the brand into a true “Peo­ple’s Car”. One of the most beloved of those is the Citi Golf, now fi­nally go­ing out of pro­duc­tion af­ter more than 30 years com­ing off the lines at the VW plant in Uitenhage.

And though there will be no more Citi Golfs, VW and Ogilvy are still spending money on pub­li­cis­ing – if not ad­ver­tis­ing – the cheeky lit­tle car. The car is be­ing taken around the coun­try on a farewell tour and, where it stops, fans may sign their names on it.

I think VW are go­ing to have to put more than one Citi on the task be­cause there’ll be peo­ple from the VW Fam­ily queue­ing up to say good­bye – and to have their names on a ve­hi­cle which will head for a mu­seum and pos­ter­ity.

Great idea. Great trib­ute. Great mar­ket­ing (even though it’s a “dead” prod­uct, the Citi’s life sums up the brand ap­peal of VW.) And it gets an Or­chid. An Onion, though, for us, nom­i­nated by Phillimon Molepo, who writes: You should be given an Onion for ad­ver­tis­ing in the Oc­to­ber 31 is­sue of the Satur­day Star that you will pay for read­ers’ park­ing at Clear­wa­ter Mall on Oc­to­ber 30.

Tony Fisher says: Re­cently we have seen a print ad from “The Learn­ing Chan­nel”, os­ten­si­bly show­ing a high school chem­istry ex­per­i­ment. Whilst the un­der­ly­ing theme of “Chem­istry is fun!” is highly laud­able, the ex­e­cu­tion is not.

We see three ju­ve­nile ex­per­i­menters in­volved with a chem­i­cal ex­per­i­ment that has just pro­duced an ex­plo­sive re­sult (or at least, a large cloud of fumes).

Er­ror 1: This is be­ing car­ried out in an open lab­o­ra­tory, seem­ingly without adult su­per­vi­sion or a fume-ex­trac­tor.

Er­ror 2: Of the ex­per­i­menters, only one is wear­ing eye-pro­tec­tion cor­rectly; the other two seem to think it is a dec­o­ra­tion for their fore­heads. (Or is this try­ing to say “Only girls need to take pre­cau­tions”?)

I don’t think one can be too fussy about safety pre­cau­tions, at any age.

Lauren writes: I have to share my frus­tra­tions with some­one.

At the Wool­worths at OR Tambo do­mes­tic de­par­tures, they have a lovely cof­fee bar which serves light meals. There is a sign above the counter ex­plain­ing that if you bring your own cup, you save R1 on your cof­fee, thereby con­tribut­ing to sav­ing the planet.

But be­ware if you should ask some­one at the counter for a glass of wa­ter. (This is af­ter pay­ing for cof­fee and sit­ting at the ta­bles pro­vided, not just walk­ing past and try­ing for a free­bie). The as­sis­tants had the cheek to laugh! My friend then left it.

I later got up and asked a dif­fer­ent as­sis­tant for a glass or a cup of wa­ter. His re­ply? “Peo­ple usu­ally buy a bot­tle of wa­ter.” Wool­worths, this dou­ble stan­dard is pa­thetic. There is a grow­ing move­ment (seem­ingly in­ter­na­tion­ally) against bot­tled wa­ter.

If Woolies wants to think of it­self as green, it needs to train its staff so that their at­ti­tudes match its mar­ket­ing.

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