Volkswagen and DDB Sydney launch new Golf BlueMotion ‘environ-normal’ integrated campaign
As part of the launch campaign of the Golf BlueMotion, Volkswagen Group Australia, via DDB Sydney, created a special wrap for last weekend’s edition of The Sun-Herald and Sunday Herald Sun to coincide with World Environment Day.
The campaign showcases the eco-friendly and fuel efficient Golf BlueMotion featuring world class BlueMotion Technologies.
The campaign asks consumers ‘Why be environ-mental when you can be environ-normal?’ and is brought to life through press, digital, out-of-home and a series of infomercials (broadcast via the web).
All campaign elements feature environ-‘mental’ products: the Shopping Shirt, the Yumbrella and the Magnifryer to encourage consumers to consider Volkswagen’s non compromised practical and stylish offering.
The campaign will run for 4 weeks.
CREDITS
DDB:
Executive Creative Director: Dylan Harrison
Deputy Executive Creative Director: Simon Veksner
Art Director: Daniel Ieraci
Copywriter: Simon Friedlander
Strategic Planner: Nick Andrews
Project Director: Todd Osborne
TV Production: Amy Hansen
Editor: George Kacevski
Business Management: Nicole Taylor, Patrice Bougouin, Josette Addinall, Matt Chapman
Digital: Matt Grogan, Ellie Campbell, Rob Pignone, Per Thoresson
Craft: Domenic Bartolo, Matt Bright
Partners
Director: Marc Furmie
Producer: Simon Ritch
Photographer: Toby Burrows
Media Agency: Mediacom
Volkswagen:
General Manager, Marketing: Jutta Friese
Marketing Communications Manager: Peter Stewart
Advertising Specialist: Loren Elsegood
26 Comments
So according to this campaign, if you have a mental condition than you aren’t normal? Not very nice DDB..
Needs more credits.
So they just copied volleywarehouse without the humour?
Making light of people with a mental illness, who, incidentally, would love to be quote unquote normal but didn’t really get a choice?
Way
To
Go.
Fuck off DDB.
Sorry, but how is this ANYTHING like volley warehouse?
Dislike
‘Mental’ is not the medically or politically correct term for anyone with any form of mental disorder. Idiots.
@1:52
Of course it isn’t. But it is often used as a pejorative term to describe a way of thinking that’s alternate to the mainstream. Like it is here. And when it’s used in that way, it’s probably going to offend people with a mental illness. Idiot.
They are polluting the environment with this rubbish.
I’m taking bets on how long it takes for this to be pulled and an apology sent out on behalf of VW. Any takers?
And before anyone says its political-correctness gone mad, it isnt. Its simply a bad judgement call to refer to people as being ‘mental’.
A bit too much political correctness creeping in here.
It’s quite a nice ad, although could arguably have shortened ‘environ-normal’ to a less clunky ‘enviro-normal’.
Incidentally, The Mentals were a much-loved part of the local music scene for years, and seem to be still performing occasionally without a hue and cry about their name:
http://en.wikipedia.org/wiki/Mental_As_Anything
A lot of serious nut-bags on the blog today. So you want to remove the word ‘environmental’ from the dictionary do you? Get a life you sad, sad little people.
Should we stop using the word MAD too. How about CRAZY. I agree 4.46. Bunch of wacko looney nutters on here, but not just today unfortunately.
The premise seems to be that one can go too far in doing the right thing for the environment, as if being too Green is a common condition that we all need to avoid, and this is illustrated by gross exaggerations of personal behaviour that go so far as to appear mentally ill.
I’m not too certain how slagging off the Green movement with the virtual “nutter” slur is meant to sell a car that champions greater gas mileage, unless there actually is an argument for VW not investing in hybrid technology like their rivals in the class Toyota and Honda and putting their bets on advertising genius versus innovation.
Whew, hard to imagine a more confused and convoluted bit of communication.
The “Strategic Planner”, presumably as opposed to the other kind, will have an interesting time explaining the rationale after the public’s reaction we’re guessing.
I think that the client has got to be mentally ill himself to let this one through. Geez!
Environ-mental? Is that the best you guys could come up with when the brief was “the new green- friendly VW?” And for a VW ad!?? The pinnacle of advertising.
Tsk tsk tsk. missed opportunity boys.
PC arguments aside, this is shit.
i cannot believe anyone is actually post rationalising this crap pun. back to AWARD school with you now…
Wow….that really is a very nasty steaming turd…well done DDB you have made agreat brand brand like VW very uncool and unappealing. WTF……I thought this was done by a fresh ad school grad…not DH….I hope the agency does the right thing and refund the fee for the creative work for this pile of shit….shame on you for destroying such a great brand.
see trevor beattie’s famous ‘environ mental’ poster of about 20 years back.
I didn’t like the idea then.
BAMERCISE was better. And that’s saying something.
Listen you idiots, it’s a pretty neat way of appealing to people who’d like to do their bit for the environment but won’t/don’t want to/can’t afford a Prius/Camry Hybrid. Simple.
@ 5:54
So, trashing the other people who make Green choices with other brands’ hybrid technologies is the marketing strategy you’d use here? That’s the “neat” way you appeal to those who can’t afford the options they’d prefer, by making those who do look like they’re mentally ill?
Simpleton. Says it all really.
I don’t find it funny, but I have a sneaking suspicion it’s meant to be.
Worst. Pun. Ever.
This fruit was so low hanging you’d have to bend over to pick it.
hopefully when they bent over to pick that low hanging fruit they hit their heads on the branch above and had some sense knocked into them
i loved these ads – entertaining clever and light. Politically correct environmentalists take themselves too seriously
well done DDB