VW brand campaign: The Word
Volkswagen Australia has launched a new brand TV commercial created by DDB Sydney.
The work is among the first for VW headed by DDB’s new ECD Dylan Harrison who previously created the highly awarded“confidence” singing dog ad for VW in the UK.
Jutta Friese, GM Marketing of Volkswagen, said: “We want the Australian market to truly understand what the Volkswagen brand is about. That is, we make cars that are fun to drive, fuel efficient and intelligent. We also want to demonstrate that we have a huge product range available to suit a variety of lifestyle needs. The commercial is based on the truth that people who drive Volkswagen’s really love them.”
The Word features no soundtrack apart from the soudns of appreciation from VW drivers.
CREDITS
- Executive Creative Director: Dylan Harrison
- Creative Directors: Steve Wakelam / Grant McAloon
- Art Director & Copywriter: Steve Wakelam
- Director: Steve Rogers
- Photography: Simon Duggan
- Production House: Revolver
- Strategic Planner: Nick Andrews
- TV Production: Brenden Johnson/Claire Seffrin
- Business Director: Patrice Bougouin
- Media Agency: Mediacom
- Client: Jutta Friese / Nina van der Wees / Loren Elsegood
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I’m sure the budget just ran out before the colour grade. They can’t have *wanted* it to look like that?!?
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was that 2 fart gags in one spot?
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The Germans have a word for it:
Das Auto
Pretty sure that’s two words.
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Not bad, but I was more excited by the description than the execution. The guy in the rain and the beeped expletive did make me laugh though.
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The budget ran out before we got to the idea. All treatment and no substance. Disappointed VW driver.
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Hi Anonymous.
I disagree – I’m not sure I can think of a better piece of recent local VW work. Surely that’s a pretty strong central idea?
Cheers,
Tim – Mumbrella
Haha, I thought it was quite funny. Nicely done.
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Hey, Disappointed VW driver are you sure you’re OK to drive?
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meh. bit low class, but at least it doesn’t show the drivers as being tone-deaf idiots…oh wait…
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As much as I wanted to hate it, I can’t. After the Polo boys and the Beardy work this is definitely a step in the right Direction. My kids liked it and they are a good indicator. They remembered the brand four hours later and that VW’s can park themselves but were of the opinion that every Herbie can anyway.
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Loved it.
Does the girl at the end auto parking the car say ‘Ta Dah!”?
I smell Ted Horton behind the scenes with another DDB client.
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@Hmmm… I think the “Word” reference might be to Volkswagon, rather than Das Auto, although I might be wrong.
I quite like this spot as well. Well done Dylan and team.
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Display’s 37 features without mentioning a single feature.
Display’s 8 models without mentioning a single model.
Display’s the clients mandatories and the creatives intelligence/wit/idea.
I image this wasn’t the agency’s preferred concept, but still strong local work for VW. Happy client and agency i reckon.
Good work Steve and Grant
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https://www.youtube.com/watch?v=mQQDwxmnwvA
better…
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Nice, I like the last spot where the guy puts the paper down and says….
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It’s one of those ads that reminds you why you got into advertising in the first place.
Really nice work
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The rain and fart comments are the weakest as they don’t relate to the car. The Boags spot gets it right because everything that goes in the water comes out better. Every sound in this spot should be a response to the car. If they were I think it could’ve been a very good spot.
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i thought it was brilliant – really nicely done, with a great end joke
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piersg – you’re judging the grade from a website??
tell me you’re not serious
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hey old hack, I think the rain and fart shots are still made as a response to the car.
The fart = comfortable seats
The rain = when the boot automatically pops up he is sheltered and lets out a sigh.
I’m just guessing though but that is how I would justify it.
And I think they are funny bits so you wouldn’t want to cut them.
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Dear Me
Disagree. The responses aren’t related to the car. Since when was a fart a response to a product attribute? And just because they’re funny is no reason to keep them in. In fact, sometimes that’s the very reason why they should be taken out – they just confuse what should have been a great spot.
Another old hack
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The fart sound is a direct response to a product feature. It isn’t an actual fart, it’s that sound that a leather couch sometimes makes when you sit on it which SOUNDS like a fart, which can be funny/embarrassing. LEATHER SEATS.
Minds out of the gutter people.
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Lovely piece of work. Engaging, light in tone, plenty of ‘product’ features & benefits crammed in unobtrusively (even price). Excellent job. Feeling very warm and fuzzy towards VW right now.
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There are no farts.
Get your minds out of the gutter.
@Damo says it right, so no need for me to repeat.
Brilliant local work.
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i agree with Mark from the Internet.
personally i’m a fan of the bumblebee at the end. and the farting leather is funny and speaks of lovely plush interiors, so all good
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Sorry, it’s very dull. Compared to the dizzy heights of what VW has done before, it pails by comparison….sorry guys.
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Jack but just let me get this clear. Are you seriously saying that the Beards in the polo or the last polo ad with two metrosexuals speeding through St Kilda was dizzying heights??
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VW is the toyota of the european brands! dont know why everybody thinks they are ‘above’/snob other drivers.
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I think people are being too critical, this ad is simple, effective and it makes you smile!
and I would love to have a VW after watching this ad.
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