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LONDON - Briefed to come up with a campaign to persuade people that VWs weren't as expensive as they thought, BMP produced the simplest of creative concepts - and a commercial that holds its own in a long line of famous spots for the brand.

The film features workman wrapping cladding around a lamp-post to cushion passers-by distracted by a poster advertising the VW Polo’s low price.

The commercial not only won plaudits from the industry and consumers but also increased VW’s market share.

This ad was taken from the . The archive, administered by the History of Advertising Trust, is composed of all ads nominated for the British Television Advertising Awards since 1977.