It’s Friday afternoon, and my creative juices are all but shot after a week of writing, designing, and building ads for everything from camcorders to auditorium speaker arrays. I was out trolling the internet, specifically Vimeo, when I came across the video below. Dial M and Joe Marcantonio have put together an 18 minute short on DDB’s icon VW ad campaigns from the 1960’s. Talk about rejuvenating the creative spark. Universally acknowledged to be some of the greatest and most influential ads of all time, these changed the game for advertising when the campaign first launched. At the beginning of the short, there is a sequence from Mad Men where Don Draper says he hates both the ad and the car. Obviously Mr. Draper couldn’t see the impact that these were going to have. I remember these from when I was a kid, and I still think they are some of the best written and produced ads from that period.
This is a great use of interactive technology, and user engagement. VW has launched a new site to promote the new Golf R that allows visitors to create their own movie featuring the new car. The premise is pretty simple. You make car noises, and the site builds a video based on them from a series of prerecorded clips.
Working with Michael Winslow the man of 10,000 sound effects, the trailer is pretty compelling. The YouTube video directs you to the site where you can create your own experience and then share it through all of the standard social media channels and at http://rrr.vw.com as well. It’s a pretty fun concept, and watching the peoples expressions as they make the car sounds is a riot.
The Smileage app for Volkswagen while a very cool marketing tool, has the potential to be one of those apps that floods social media like Facebook and Twitter. It has the potential to be an app that gets blocked by everyone that hates apps like this. With that said though, the video sure makes it look fun, and I do like the idea of an app that lets you record your road trip in a social fashion.
Powered by Google Maps and developed in partnership with Deutsch LA, The The Smileage app syncs your phone with your car, can connect in multiple drivers, allowing them to combine, photos, milage, checkins, comments fist bumps, and more. All of this helps to calculate your Smileage score. Click here to pre-register.
I want to hand it to Ogilvey’s Cape Town South Africa offices for turning out a smart and engaging spot for the VW Amarok (sadly a vehicle that will never make it to the USA). The production quality of this spot shines, with really great cinematography, editing, staging, casting and soundtrack.
Produced by Velocity Films the ad features the Amarok rolling through a museum designed to look like the Smithsonian built on a sound stage at Cape Town Film Studios. Velocity created five dioramas using over 130 tons of sand and 26 tons of rock depicting everything from cavemen to the lunar landings. As the truck rolls through the museum an unsuspecting janitor polishes the floors while listening to a funky version of “It Don’t Mean a Thing, If It Ain’t Got That Swing”.
The shoot and post work took more than two months to complete including the build out of the sets, and it shows. The final piece has a highly credible museum look and feel.
“The final result provides an unexpected, striking and amusing way of highlighting the technological innovation and smart, tough capabilities of the Amarok”. Jacques Massardo
There are a couple of things that struck me when I saw this video on YouTube. First it’s a great use of Augmented Reality to advertise the thrifty nature of the VW Electric Golf. Second, it is how absolutely Western the setting, and people look. The Chinese people, not the token white guy in the video.
I know there is a huge fascination with western culture in China, and especially all things American, but Ogilvy Beijing and Ogilvy Hong Kong took it to a new level by using only English language titles in the Augmented reality application, and by making the only place the application functions a café that feels like a cross between an Apple store and a Starbucks.
The Augmented Reality app “Electric Café” from Volkswagen, was setup to educate and inspire people in China about how energy efficient the VW Electric Golf actually is in comparison to other electric appliances they use every day.
The café is peppered with AR markers on each of the appliances that are in the Café space.When an iOS device is pointed at any of the markers the AR experience comes to life and shows a comparison between the appliance, and how far you could drive the Golf based on the amount of juice that appliance uses in a day. It’s a pretty clever idea, and one that I wish I knew more about that strategy behind. I’d be really curious to see what the thinking was behind the very western execution of this.
By the way, is it just me, or do all of the people in this video look like they were just plucked out of some mid-western shopping mall in America.
With Father’s Day right around the corner, Volkswagen UK has released a new TV spot for the Polo. There is no dialog used through out the spot, but the story telling and emotional connection is there. More importantly, the actual product is hardly noticeable until the very end of the spot.
The car is featured through out, but done so in a very subtle way, pushing the focus onto the relationship between the father and daughter. The really nice tie in here is how VW manages to make the connection between the father figure, the daughter, the car and the brand with the two lines of copy at the end. “Stay in safe hands”, and “Polo, small but tough”.
“Our new TV ad for the Volkswagen Polo shows the evolving relationship of a protective father and his daughter, from the moment he first brings her home from the hospital to the day she finally leaves home, when he hands her the keys to a shiny new Polo — ensuring she “stays in safe hands”.
If you are an auto enthusiast you probably know the name “Chip Foose”. The guy is a legendary auto designer that specializes in customizing cars. If you have ever seen the TV show “Overhaulin”, then you have probably seen Chip sketch out his designs by hand the old school way. I have to say this is one of the reasons I’m a fan of this guy. He has a great style, and his 25 years behind a pen shows.
The video below was created by Volkswagen to help introduce the 2012 Golf R to America. It is really nice short film featuring Chip doing his thing as he reminisces about his VW Golf. This little film features some really nice camera work and lighting. Even if you aren’t a car nut it’s worth a watch. Great visuals, nice mellow soundtrack, solid editing and color grading. Totally worth 2 minutes of your time.