VW Passat puts pleasure before business
Volkswagen has launched a campaign for the Passat, with TV ads that celebrate the activities Australians like to do before work, and the role a car plays in helping them put ‘Pleasure before business’. Created by DDB Sydney, TV ads are supported with print, online and a microsite.
Jutta Friese, Volkswagen’s general manager of marketing, noted: “The new Passat sets a new benchmark for this segment in terms of its stylish design, innovative technologies and luxurious features, so our aim with this campaign is to highlight the versatile nature of the car and ultimately increase its awareness in the Australian market in a unique way that would resonate with our target audience.”
The ad is the second VW spot since the appointment of executive creative director Dylan Harrison, the first being the ‘The Word’ in February this year.
Steve Wakelam, creative director of DDB Sydney, said: “We wanted to tell a story Aussie professionals can easily connect with – the daily struggle of trying to cram in some play before work. The car is the natural place where these two sides of life collide. The TVC is all about this frantic, often awkward, transformation from budgie smugglers to business suit – with the Passat appearing as the subtle hero of this lifestyle.”
It was a spot for the Volkswagen Passat, created by Deutsch LA, that proved the most watched ad on YouTube at the Super Bowl in February. The ad is a favourite to win at Cannes International Advertising Festival is June.
Credits:
Volkswagen:
General Manager, Marketing: Jutta Friese
Marketing Manager: Davina Hobbs
DDB:
Executive Creative Director: Dylan Harrison
Creative Director: Steve Wakelam
Art Director: Adam Ledbury
Writer: Karen Ferry
Planning Director: Nick Andrews
Managing Partner: Nicole Taylor
Senior Business Manager: Dave Murphy
Digital Producer: Ellie Campbell
TV Director: Steve Ayson
TV Producer: Claire Seffrin
TV Production House: The Sweet Shop
Photography: Alan McFetridge
Music: Elliott Wheeler at Turning Studios
Art buyer: Bryson Holt
Photography Production House: The Kitchen
Retouching & photography: Matt Bright
Retouching: Cream
Media Agency: Mediacom
that’s cool, makes me wish i did more before work other than just drink a coffee and watch the news….
Nice work
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Draws you into the idea that a Passat is different to the rest
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Very refreshing to see a car advert from Australia that
a) has a creative idea
b) hasn’t scrimped and saved on production
c) hasn’t used the Macquarie Bank building as a back drop
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The Aussie Passat ad is lovely – perfect tone, beautifully executed.
Anyone know who did the music (and please don’t say Simon Jeffes – he’s not been with us for 14 years!)
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The music was by Elliott Wheeler at Turning Studios, added to the story above.
Cheers, Robin – Mumbrella
How is this supposed to sell cars? [insert any other car here]
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Great ad for ……. Subaru
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Love it.
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Truth well told
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The ads good but I still cann’t get pasted the fact that it’s a Volkswagen
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Elliot Wheeler is a genius. His music makes the ad. Awesome commercial.
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