Sometimes words just aren’t enough: DDB Sydney launches new VW brand campaign
Volkswagen Australia, via agency DDB Sydney, launched a new brand TV commercial targeted at the Australian market last night that aims to celebrate the unique Volkswagen product experience.
The 60-second TVC went live yesterday and will air for a week, followed by 45 and 30 second cuts supported by video placements online.
“We deliberately shunned away from the hype and conventions of traditional industry ads. The TVC uses no background music, instead relying on the quirky little sounds of appreciation people make when they interact with their beloved Volkswagens to tell the story,” says Steve Wakelam, creative director, DDB Sydney.
Says Jutta Friese, GM Marketing of Volkswagen: “The reason behind our brand TV commercial is simple; we want to make our cars more relevant and attractive to Australians. We want the Australian market to truly understand what the Volkswagen brand is about. That is, we make cars that are fun to drive, fuel efficient and intelligent. We also want to demonstrate that we have a huge product range available to suit a variety of lifestyle needs. The commercial is based on the truth that people who drive Volkswagen’s really love them.”
The TVC celebrates different everyday Australians having warm, personal moments with their Volkswagens. It hopes to showcase the diverse range and quality product that Volkswagen has to offer and encourage Australians to experience a Volkswagen for themselves.
Agency: DDB Sydney
Executive Creative Director: Dylan Harrison
Creative Directors: Steve Wakelam / Grant McAloon
Art Director & Copywriter: Steve Wakelam
Director: Steve Rogers
DoP: Simon Duggan
Production House: Revolver
Executive Producer: Michael Ritchie
Producer: Pip Smart
Strategic Planner: Nick Andrews
TV Production: Brenden Johnson/Claire Seffrin
Business Director: Patrice Bougouin
Media Agency: Mediacom
Client: Jutta Friese / Nina van der Wees / Loren Elsegood
58 Comments
rather nice actually
Bill Bernbach must be turning in his grave.
well f**k me – it’s a good ad
agreed.
simple. effective. great.
And that German word would be ‘Nachahmung’.
http://www.youtube.com/watch?v=_56vWaaCxjg&playnext=1&list=PL44A445105E763C5B
Lovely work – like it
Ups to Grant and Steve. I like. I can say with confidence that other autos will be kicking themselves that they didn’t make it.
I want one, I want one now.
Love it. Buy yourselevs a big drink.
well done.
Saw it last night on the telly. Re-wound to check it was actually made here. Felt like something out of DDB London. Best local thing I’ve seen for a while.
FINALLY! Some nice work out of DDB.
It was ‘meh’ until the last few fuck me seconds. Then I laughed.
Job done I suppose.
really? it just looks like a bunch of car shots strung together. no idea or point to it. boring.
seriously, how bad is that Nova campaign from BMF….stinky.
That’s two words.
Yes Steve, I agree. I felt like it was something from DDB London too.
It was called Enjoy the Everyday.
Nice spot, but sick of Rogers’ brown milky grades.
Really really nice. understated, feels like old school volkswagen. and that in my opinion is a very good thing!
bloody hell. it’s GOOD.
That’s lovely that is.
yes Enjoy the Everyday looks similar, but let’s not confuse the editing technique with the idea. i quite like it. and the end made me laugh
Hey 3.28 aka jealous douche
I’m not Steve, but I wouldn’t say no to having this or boags on my reel.
2.58
x
well i wouldn’t kick it off my reel if it farted
I image a very happy client and agency on this one…
Love it boys!
When you see something this good you fall in love with what we do all over again.
Thanks to all involved.
This is brilliant, and I’m not Steve.
Only Steve could have pulled that off. Very nice 🙂
You can tell when an agency (or team) are commenting on their own work.. the comments come in separated by a minute or two.
beautifully simple idea, beautifully shot, great endline too – well done to all involved.
nice theory 4:42.
Are you and 4:45 the team involved?
Giggity
it’s bloody awful
5:36 HAHAHAHAHAHAHAHAHAHAHA
HA!
Sorry, but this is just plain ol’ familar dull.
Jesus Christ what’s with the bullshit comments.
It’s average and boring.
it’ll win some plain ol’ familiar awards too IMHO
very nice :))) me likey
The insight of VW drivers loving their cars isn’t really a great insight. Every client thinks their product/brand is great, it’s in their interest to do so. So the so called insight just feels like something the client has said. But I think the ad itself is where the bigger problem lies.The execution is confusing, the idea doesn’t come across. Most of the sounds do not convey love. This advert feels like it’s trying to be a simple, pure piece of film but the idea isn’t good enough to pull it off.
I was going to write a positive comment about this, but I then realised I wasn’t one of the creatives that made it.
what about someone farting?
@9:13
taaaaaaaaaaaaall poppyyyyy syndrooooooooooome
bx
NICE!
Words aren’t enough for how cool this is.
Agree with 6:54 and 7:54. Even Steve Rogers couldn’t save it.
very very good — the punters will love it — might not win awards but it might do what it’s supposed to — sell cars and build the brand image
In Germany, they have a word for it: scheisse.
It’s a decent ad, has some nice gags in it. Nothing more.
As pointed out already, not all of the scenes work. Seems like a 30 second spot they stretched out to a 60.
Brilliant work.
The recent Golf spots are also great.
i saw this last night and loved it. i’m not really in advertising (but a related industry) but i thought it really stood out and made me laugh. it made everything either side of it look dull and rubbish. hope this doesn’t annoy the people who hate the ad – you’re a scary bunch
I don’t really work in this industry, but after watching the telly last night I felt compelled to seek out a blog and leave my anonymous comments about how great this awesome ad is.
I also had an amazing coffee this morning. It made every other coffee I’ve had taste dull and insipid by comparison. I’m off to another blog now to comment about that.
byeee x
Nice idea but it’s has been done before – it’s just basically Skoda ‘Giggle’ from 2007.
Lovely spot. The detractors are the usual bunch on this site, and enough has been said about them. It’s different, smart and funny, and somehow shows a lot of car. I work at clems so didn’t do it, but think ddb and rogers have done a great job
More importantly than any of that, I think I might by a volkswagon now
‘Remember those great VW ads’ ? DDB clearly don’t.
DDBoom!
Hey 3.08……like you’re really going to go out and buy a VolkswagEn, based on this very familiar idea.
hey 4.49
http://www.bestadsontv.com/best/tv
We used neuro market research to edit the spot to 30 seconds. It worked well as a 30 second spot too which begs some questions about frequency and efficiency of media spend, would anyone like to discuss?