Polo’s positioning was translated into “small but tough” (UK) and “extremely well built” (D). The campaign showed in a slightly exaggerated way that no other car gives you such a feeling of solidity and safety. The creative springboard was the tension between “superior quality and solidity” and a “small car”. This allowed for a youthful and entertaining dramatisation of a rational message; differentiation from interchangeable segment advertising; expression of superiority in segment without being arrogant; and even drawing level with cars of higher segment