VW Golf takes on itself
This new Golf spot by DDB London launches this weekend in the UK.
Obviously a much bigger budget than anything I've worked on this year!
Anyone know who did the Kraftwerk remix used in the soundtrack?
posted by Stan Lee at 11:36 am
5 Comments:
Industry insiders worship these mini-movies. The average consumer (e.g., your wife, kids, next-door neighbor), doesn't care about 90-second commercials. They are long, pretentious, self-important, self-indulgent mini-movies, made by the ad industry, for the ad industry -- never to be seen on TV ever.
Ouch!
I think you may have a point though.
Big budget in need of a big idea. I'm with you Mr Pilcher.
I can see your point but I for one love ads that are a bit more than a voice over yelling at me to buy, please buy my product, it is better and more special than the rest! Mind you I am also now involved in the industry but even before hand I was fascinated by ads... longer ads like this (if broadcast) do 'feel' a wee bit more special than others and at least I don't feel completely patronised by them!
Volkswagen seem to be have lost sight of something - maybe the car industry has hit the wall when it comes to innovation - they have nothing to say about their products because there is nothing that truly differentiates them from those of their competitors. The result is puffery - which, ultimately, this ad resorts to.
Interesting that the creative solution doesn't seem to be the product of any sort of planning insight either - where does the consumer fit into the equation?
I was fooling around the other day with another VW ad, purportedly one of 'The World's Best Ads', where nothing at all was said about the product and the connection at the end was so tenuous that I wondered if something had been lost in the translation from Brazilian Portuguese. There was nothing else for it but to make my own directors cut to illustrate the point that, when irrelevant creative ideas are over-laid on products the ads could be for anything. We will watch them, be amused then be amused by the next bright, shiny thing that comes along. If no genuine connection is made then the ad si no more relevant to me the Chemical Brothers music clip the commercial pastiches (or whatever gimmic is on hand).
With regards to Anais' point - it is true that 'shouty' ads are offensive but there are other forms available. It's not an 'and/or' thing.
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