Volkswagen is rolling out new ads in the U.K. from Adam&EveDDB promoting its cars' affordability (the series is aptly named "Volkswagen Value"). The first spot shows a woman buying a VW Golf at a farmer's market, which validates more stereotypes than I think they realize. I get what they're trying to do here, but it's not being done in a terribly clever or compelling way. Plus, Adland reminds us this whole campaign is a gentle reworking of VW's 1997 "Surprisingly ordinary prices" campaign.