When I've looked through Volkswagen ads they left me with a smile. I've seen The Golf as a very feminine and "cute" car, which was presented in a very masculine and typical "car advert" manner. I thought about different perspective on this, and how I would be able to show the car to women not in a typical way, promoting its beautiful curves and other features, but creating an atmosphere and feeling for the product.
My insight was: many women loves their cars because of the comfort and relax they feel in the car.
I wanted to expand on that and show that car can be just a place where you feel happier, and where you can escape your problem.