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More often than not Sponsorship is all about combining the sponsor and the sponsored into one visual or idea, and I think Publicis Mojo, Brisbane have done this very nicely for VW's sponsorship of the Rugby in Australia. Everyday we see sponsorships, especially those on TV, that are so forced they make you cringe. Some may view this as a lazy idea, but, in my opinion, this works well. It's a real simple conception that doesn't over-complicate and delivers its message excellently.

For past VW ads check out:

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