Creativity

The Kids in This VW Ad Dream of Cars That Aren't VWs

Sebastian Strasser Directs Spot Highlighting Safety Message

By Alexandra Jardine. Published on Jan 04, 2018

Editor's Pick

A new Volkswagen ad from Germany depicts kids dreaming of their fantasy cars--and they don't include any by VW.

The spot, created by Grabarz & Partners and directed by Sebastian Strasser via Anorak, begins with kids dreaming of fancy sports cars like Porsches and Ferraris, or pink pick-up trucks, as well as iconic vehicles the Delorean from "Back to the Future."

As we see one little boy look longingly at a silver Bugatti emerging from a parking lot, the words on screen tell us: "Hardly any kid dreams of a Volkswagen." As he steps carelessly into the street staring at the car, a VW Golf appears behind him, but thanks to its automatic braking feature, it stops just in time, saving his life. The spot ends with the words "Keep on dreaming, kids," and the stat that there are 45% fewer third party injuries with the Golf's driver assistance features.

Like VW's cinema sponsorship campaign in the U.K., which highlights how its cars are too boring for Hollywood movies thanks to their driver technology, it's a neat way of hammering home the message that the brand is more safe than sexy. (VW also used the same theme in a recent ad from France which extolled the beauty of "nothing" happening.)

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Credits

Date
Jan 04, 2018
Agency:
Grabarz & Partner
Client:
Volkswagen
Creative CEO:
Ralf Heuel
Group Creative Director:
Tobias Ahrens
Creative Director:
Matthias Preuss
Creative Director:
Jakob Eckstein
Art Producer:
Matthias Preuss
Art Producer:
Christian Jakimowitsch
Text:
Paul V. Mühlendahl
Text:
Jakob Eckstein
Text:
Marian Götz
Consulting:
Angela Jäger
Consulting:
Jan Isterling
Planning:
Oliver Waldmann
Moving Images:
Judith Uhrlau
Moving Images:
Anka Gerbes
Head of Marketing:
Jochen Sengpiehl
Head of International Advertising:
Jutta Friese
Film Content & Campaign Coordination:
Veronika Ziegaus
Film Content & Campaign Coordination:
Tim Walther
Production Company:
ANORAK Film GmbH
Director:
Sebastian Strasser
Executive Producer:
Christiane Dressler
Producer:
Yan Schoenefeld
Director of Photography:
Jeremy Rouse
Production Designer:
Friedrich Ploch
Costume Designer:
Ulé Barcelos
Editor:
Paul Hardcastle
Edit Company:
Trim Editing
Post Production:
NHB
Grading:
Adam Scott
Grading:
The Mill
Sound Designer:
Cam Ballantyne
Sound Designer:
Beatworms
Sound Studio:
Studio Funk
Music License:
Supreme Music GmbH
Music Title:
"If you could read my mind"
Music:
Scala & Kolacny Brothers

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