VW’s long-standing relationship with its advertising agency DDB was cited as one reason why the creative output rarely misses a beat.
I also suspect that client and agency have access to research proving the value of advertising that respects the intelligence of its audience.
And the more these guys add to the canon of great ads, the more that people respond with affection, recollection – and the purchase of a big chunk of metal.
Why then do so many other brand owners chop and change their strategy, agencies and creative approach with a freneticism bordering on insanity? Search me.
Of course, one could argue that VW was a bit lucky in finding an agency to match its ambitions and keep delivering.
Maybe. But this good fortune has been supplemented with a very grown-up attitude to the inevitable ups and downs of commercial relationships.
And now there might be an advertiser to follow in VW’s footsteps. As regular readers of this column know, we like to keep the subject matter as varied as possible. But on this occasion, I won't apologise for writing about the same brand twice.
Back in December, 2010, I heaped praise on the T-Mobile "airport" TV commercial. Since then, I've had to resist giving them any more A-stars. But this ad forced my hand:
I won’t spoil the effect by describing the ad. Just be prepared to feel good. Again, T-Mobile has employed a potent mix of intrigue, humour, surprise and poignancy.
The bar has been set high on this brand. We can debate the strengths of this execution versus T-Mobile's previous efforts. But at least they've got their heart in the right place – close to the consumer.
Simon S Kershaw is a creative consultant and a former creative director at Craik Jones