Volkswagen creates ad ‘too powerful for TV’
In a bid to not break any advertising codes of conduct, Volkswagen has created an ad deemed “too powerful for TV”.
The ad, which was created by DDB Sydney, seeks to tell the story of “the most epic ute ad” for the Amarok V6 while addressing the struggles Australian car manufacturers face when trying to portray the power behind vehicles without the ad getting banned.
The television commercial features a toy car doing all the stunts which may be deemed “too dangerous” to be shown on TV such as overtaking two trucks and jumping over horses.
Nick Reid, national marketing manager of Volkswagen’s commercial vehicles, said the brand faced a problem when trying to demonstrate the Amarok’s power on TV.
“The idea behind our new campaign is to show it, without breaking a single advertising code of conduct. We’re getting the punter onside with us, taking them on a journey and giving them what we all want to see – a powerful ute doing powerful stuff, in an entertaining way.”
Vincent Osmond, creative partner at DDB Sydney, said while the agency couldn’t really show the power and potential of the vehicle it created a tongue-in-cheek, behind the scenes look at the car.
“We needed to punch above our weight in a big way with this new Amarok campaign. We don’t have the media to engage in a war of attrition with our competitors, so we need to deliver big, fame-driving creative – work that is going to stand out in this world of ‘ute-vertising’,” Jade Manning, creative partner at DDB Sydney, added.
The campaign is running across digital, social and TV.
PHD handled the media planning and buying for the campaign.
Volkswagen is currently undertaking a global review of its creative account, which includes Australia.
Credits:
- DDB SYDNEY:
Chief Creative Officer: Ben Welsh
Executive Creative Director: Tara Ford
Creative Partner: Jade Manning
Creative Partner: Vincent Osmond
Senior Creative: Tim Woolford
Senior Creative: Tommy Cehak
Managing Partner: Nick Russo
Senior Business Director: Astrid Noble
Business Manager: Luke Thistleton
Digital Business Manager: Christelle Quillien
Planning Partner: Graham Sweet
Head of Integrated Content: Sevda Cemo
Lead Senior Producer: Tania Jeram
Senior Digital Art Director: Berengere Sottas
Senior Designer: Paul Jansen - VOLKSWAGEN COMMERCIAL VEHICLES:
National Marketing Manager: Nick Reid
Product Marketing Manager: James Thompson
Retail and Digital Communications Manager: Nathan Johnson - Production Company: Goodoil Films
Director: Adam Stevens
Executive Producer: Sam Long
Producer: Catherine Warner
DOP: Daniel Ardilley
Editor: Mark Burnett from The Editors, Sydney
Assistant Editor: Grace Eyre from The Editors, Sydney
Grade: Ben Eagleton from BE
Online/VFX: Nigel Mortimer, Stefan Coory
Post Production: Blockhead VFX, Sydney
Sound Engineer: Anthony Aston, Rumble Studios
Music: Johnny Green, Rumble Studios - Media agency: PHD Sydney
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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It’s very good. Well done everyone. Great idea.
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I was expecting something groundbreaking for the title ‘too powerful for TV’
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Amazing work!!
The limitations on advertising because of complaints are becoming a joke and this is an great way to take the p*ss out of it and showcase the car!!
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I was dudded I expected to see the real thing not the tv ad version
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Another great ad from Volkswagen, super clever and nothing else like it out there for the car industry, they always think of something so different, catchy and really fantastic to watch, cannot wait to see what they do next as they always top themselves form their last one its alike a Michael Jackson video always good and cannot wait to see what the next one will be.
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