In case the video doesn't play for you here's the 'guide book'.
When you open the Newspaper supplement, Volkswagen has brought out a full page (last page) ad. And the 'innovation' is that it's like one of those talking cards. As soon as you open it the ad starts playing itself, a voice over. This goes on in an endless loop till you close the paper. Every paper has a small speaker attached to it. See picture attached below.
And to add the 'social media' angle to the story, here's a screenshot of Google search results for 'Volkswagen ad':) [Tip: Pavan Varma]