DDB Sydney launches ‘Nightmare Spots’ print campaign for Volkswagen Park Assist technology
CB Exclusive – Volkswagen Australia and DDB Group Sydney have created a series of print executions promoting Volkswagen’s Park Assist technology.
The ad series, ‘Nightmare Spots’, depicts a number of different parking scenarios that any driver would hate to attempt without a little extra help from their Volkswagen.
Park Assist technology automatically identifies a space your car will fit in, then performs the perfect park with the driver just controlling the accelerator and brake.
Steve Wakelam, creative director at DDB Sydney commented: ‘Volkswagen is at the forefront of driver-assist technologies – their cars practically park themselves. But rather than focusing purely on the ‘techy’ side of Park Assist, these print executions are a light-hearted reminder as to why all this technology might be rather useful.”
DDB:
Executive Creative Director: Dylan Harrison
Creative Directors: Steve Wakelam and Nick Pringle
Creative Team: Steve Wakelam and Nick Pringle
Managing Partner: Nicole Taylor
Business Director: Dave Murphy
Business Executive: Kim Friedlaender
Print Producer: John Wood
Art Buyer: Leesa Murray
Retouching: Matt Bright
Photographer: Andreas Bommert
Producer: Grant Navin – Freeway Reps
Media Agency: MediaCom
Volkswagen:
General Manager, Marketing: Jutta Friese
Brand Communications Manager: Peter Stewart
Advertising Specialist: Loren Elsegood
45 Comments
Award season, you can smell it in the air.
Likey.
Lovely idea, but i would have made the parking space look smaller. Doesn’t look like you need assistance with that space. Plus bikes don’t look menacing. Having said that, I do like it.
Some classic VW work.
Lovely.
metal
Love it
and?
‘like’
Nice. See you in Cannes.
So contrived my eyes are bleeding.
A hearse? Really?
These are great, but why the American cop car? Are these not for Australia?
@question. – you should always strive for global stardom.
These are tops. In any language.
holy christ these are great. well done chaps
loving these – nice idea and great job
Made only for advertising people.
Your mums would be proud. They love the medium of print.
Really nice.
…and a gold lion goes to…
very nice indeed, and beautifully shot. i smell metal
Great work, if you worked at DDB London circa 1992.
assuming the work is to be featured in Australia? And it was produced by an Australian Agency, why have they shot and American cop car?
doesn’t seem to add up.
Classic VW creative work – great idea- hat tip to you
Really really nice. beautifully simple idea, beautifully brought to life.
Well done to all those involved.
I expect it will do well internationally as well.
Awesome, just wish the gap was smaller and the shots were a little less bland.
i love it.
think it’s nice with just a bit of the cars showing either side. size of the space doesn’t bother me, and neither will it bother any juries probably!
What a refreshing change to be able to applaud work on the Blog that demonstrates a sureness of touch on the part of its creators. One might quibble about the 90’s DDB London style of this series, but that’s only an issue for us adfolk. Think beyond the end of your nose. These actually contain something all advertising should: a good old-fashioned consumer benefit. They demonstrate a feature that many drivers may have until now dismissed as an unnecessary irrelevancy but would now understand and realise they have a use for. Done with wit, charm and simplicity. And even more remarkably, for a real, big-spending client, not just for award vanity(hopefully). Fantastic.
this is now the press campaign to beat.
These need a 2 minute entry video to make me truly understand the idea.
No seriously, they’re great. And if these and Y&R’s LG ‘Smart Thief’ commercial cleaned up at Cannes this year, i would not be disappointed.
I wonder which former DDB creatives wall gave you the idea?
I’m guessing since DDB has the global account they used an American cop car as it is recognisable world wide in case they start popping up on the net or VW decides to use them in other markets. Are you saying you wouldn’t want your work to be transferable around the world? Seems like quite a smart decision, actually.
@Zou Bisou Bisou
Your comment is hilarious.
No seriously, you’re a cock.
Sorry, i was a bit late this time.
5.11, you’ve been so busy in the past – it’s probably taken you a while for your fingers to grow back.
Lovely. I look forward to seeing them in the real world. However, if they appear in some tiny space in the Manly daily or similar, we know the deal.
Think theyre good. And saw one as a half page in the Australian yesterday, So now think they’re even gooder
Can everyone please stop bagging the team for ripping off DDB London in the 90’s.
It was 2003 actually.
http://thisisnotadvertising.files.wordpress.com/2011/11/07211.jpg
I’m with Tonto.
Sure you’re not confusing ‘angle of shooting’ with ‘idea’?
Juries won’t make the same mistake
I wish I’d done them,
I’d say that in 3 months they’ll have a nice metal lion, and Lone Ranger and Tonto will just have each other
Theyre very nice… Well done to ddb and vw
Nice. And not a volkswagon on the page
Why doesn’t Simon Veksner get a credit on this work?
The usual reason: he had nothing to do with it
what are Tonto and Lone ranger suggesting. Has there been some concept assist?
It makes people feel something. All drivers can relate to that emotion. There’s no car and it’s not really selling anything (I don’t think it’s intended to), but it highlights a feature that VW want people to rationally associate with. I’m not sure it’s strategically worth it – it’s probably the agency’s pro-active award work, right? – but it’s a great idea, well-crafted. And why not? Well done guys.