Objective: Make the VW Fox, a small, "feminine" car appeal to young men.Target audience: young, single male city dwellers. these guys are looking for cars that are a statement of their identities. normally, they might go for a bigger, more "manly" vehicle. they haven't considered small cars as cool.Concept: position the VW Fox as the cool small car. In the ad, we see a guy buy the coolest, most unique sweater he can find... only to discover that people everywhere are wearing the same sweater.