Volkswagen loves to experiment with the print ads format. The auto brand, which released an augmented reality print to enable busy (or lazy) consumers to test the VW car with their iPhone, now presents a vibrating ad in Indian newspapers including The Times of India to promote the Polo and Vento models in India.

The brand featured an unconventional ad, asking people if they “Feel the shiver of excitement?”. The ad is vibrating thanks to a tiny light-sensitive box, which starts vibrating when a reader opens the page and automatically switches off when he turns the page. In fact, the new ad experiment, similar to the one the campaign made in September 2010, was rather controversial and generated a lot of buzz due to the vibrator theme, which is actually sex-related.

A great number of users on social media platforms were joking about the new advertisement, calling it a good piece for women with a dull sexual life, and the buzz grew even bigger after a provocative tweet appeared (allegedly it was posted by Volkswagen): “Women would be dumb to call it a vibrator. Or maybe they do not understand real driving experience #PunIntended #Volkswagen #Creative.” The tweet was soon deleted and the brand has given no apology—but the negative reaction is not that easy to erase.