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Volkswagen Subverts Delayed Viewing with a 'Slowmercial'

Dawdling spot won't let fast-forwarders escape

Editor's Pick

Delayed viewing is a real problem for advertisers -- and in Belgium 1/3 of viewers watch TV via recorded means, with 80% of them skipping commercial breaks entirely. How do you capture their attention? DDB Brussels transforms what is basically a print ad into a commercial, with "Slowmercial."

A static TV spot, the 30-second film shows the VW Beetle Cabrio doing nothing very exciting except slowly opening its roof, with a VO that invites viewers to the car's "open door" days. Whether you watch it in fast-forward mode or regular viewing, you just can't escape from this spot.

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Mar 19, 2013
DDB Brussels
Marketing Manager:
Nicolas Deturck
Advertising Manager:
Tony Peetermans
Peter Ampe
Creative Team:
Creative Team:
Peter Ampe
TV Producer:
Brigitte Verduyckt
Production Company:
Sound Producer:
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