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.
Over the last few years the broadcast advertising for VW has been really strong playing off pop culture icons like Star Wars. Two days ago VW dropped an ad based on the classic 1980’s music video “Take on Me” by A-Ha. Once again VW nails it with a solid commercial balanced with just the right amount of humor. Both the new VW spot and the original A-Ha video are below.
OK this gets big props from me for a number of reasons. First off it’s a great program. Second it’s here in Kansas City. Third it uses a Karman Ghia.
MindDrive is a program designed to help at risk students grow through experiential learning. The mission is to inspire students to learn, expand their vision of the future, and to have a positive impact on urban workforce development.
This year the MindDrive students built an electric car that converts social media (tweets) into fuel, used for powering a road trip from Kansas City, Mo. to Washington D.C. In D.C. the students hope to drive change in education by exposing legislators to the program and its results.
Every time you Watch, like and share this video, tweet, Facebook post, or share an image on Instagram about MindDrive, Your social activity will be used to help fuel their road trip to Washington.
Tweet races, Twitter games, and Twitter based competitions are nothing new, but occasionally one comes along that really works. Case in point VW’s #polowers campaign created by DDB Spain. The numbers in the video are pretty impressive, even though the number of participants was only 4075. This collective race, generated over 150,000 tweets with the hashtag #Polowers in 8 hours averaging 5 tweets per second. On top of that the campaign reached more than 10% of Spain’s global twitter audience. In addition, the game generated a vast amount of visits to Polo´s product section on www.volkswagen.es, reaching a record of its history. The screen shot above is from the integrated website that was developed for the game. Unfortunately it has been pulled down.
Based on the rarity of these vehicles, and the history behind them, I’m betting the “Price on Request” is close to a million dollars. I could be way off here, but we are talking about the Porsche V racing car and the custom VW Pickup Van built to carry it. Both date to 1964, and have had full frame off restorations. Based on the photos, these two are going to bring a pretty penny when they sell. If I had the money I’d be all over it, even though there is no way my 6 foot 4 inch body is ever going to fit in that tiny Porsche racer. That’s OK though, I’d be happy just to drive the van and gaze at the wonderful lines of the V. If you have the money, the complete history and contact info for the cars can be found here.
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