You Will Embarrass Yourself Interacting With VW's Latest Digital Campaign

The More Ridiculous You Sound, the More Fun You'll Have

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We've seen campaigns that allow you to drive cars virtually before, but in this latest effort for Volkswagen out of Deutsch L.A., you get to control a virtual Golf R with the sound of your voice. "Unleash Your Rrrr" includes a pair of ads starring actor Michael Winslow (aka "Man of 10,000 Sound Effects") and stunt driver Tanner Foust (the "Fast and the Furious" franchise), who each demo the online experience by making revving, screeching and driving noises with their own vocal chords.

The campaign leverages "Deep Learning" artificial intelligence, which analyzes vocal pitches to let users create a customized film of a Golf R that drives, drifts and brakes in concert with their voice. Of course, users will have to pull a Michael Winslow and amp up the sound effects in order to get the best outcome -- a video that shows both the car and the user in "high performance mode." Watch Deutsch's Winston Binch making his silly car noises here. For those trying it out at the office, it should make for an embarrassing experience right up there with being caught viewing something NSFW, or online shopping.

"The idea behind the Golf R 'Unleash Your Rrrr' was simple -- imagination," said Vinay Shahani, Volkswagen of America's VP-marketing, in a statement. "As children, we've all played with toy cars, and the power of our imaginations allowed us to turn rugs into expressways and wooden floors into slick racetracks. Our voice would act as the engine. Fast forward to today where we now have the power of technology to enhance our imagination, and to visualize the power of our voice."

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Jul 13, 2015
Deutsch - L.A.
President, CEO:
Michael Horn
Vice President of Marketing:
Vinay Shahani
General Manager, Marketing Communications:
Jennifer Clayton
General Manager, Digital Marketing:
Mike Awdish
Advertising Manager:
Jeff Sayen
Advertising Senior Specialist:
Tammy Nguyen
Digital Platforms Specialist:
Danforth Hoover
Chief Creative Officer:
Pete Favat
Chief Digital Officer:
Winston Binch
Executive Creative Director, Digital:
Jerome Austria
Executive Creative Director:
Todd Riddle
Executive Creative Director, Platforms:
Tara Greer
Group Creative Director:
Heath Pochucha
Creative Director:
Andrew Hsu
Creative Director:
Daniel Barak
Senior Interactive Creative:
Karan Dang
Senior Art Director:
Neph Trejo
Senior Art Director, Social:
Rocio Alvarado
Senior Copywriter, Social:
Marijke van Niekerk
Eddie Babian
Shiran Teitelbaum
Art Director:
Alice Blastorah
Erica Park
Experience Design Lead:
Paola Bevenuto
Executive Director, Digital:
Pam Scheideler
Executive Integrated Producer, Digital:
Nick Ngai
Digital Producer:
Jenny Court
Executive Creative Technology Director:
Marc Gowland
Executive Creative Technical Director:
Josh Hirsch
Creatuve Technology Director:
Martin Legowiecki
Associate Technology Director:
Jeremey Bunting
Associate Technology Director:
Mike Dyer
AI Engineer:
Sabri Sansoy
Senior Creative Developer:
Hassan Elzein
Senior Creative Developer:
Jesse Pinuelas
Quality Assurance Manager:
Chris Suchy
Quality Assurance Tester:
Tito Goldstein
SVP, Director of Digital Analytics:
Sailesh Patel
Data Strategy Analyst:
Brad Nogle
Director of Integrated Production:
Vic Palumbo
Executive Integrated Producer:
Erik Press
Executive Producer, Video and Motion Design:
Ted Markovic
Senior Integrated Producer:
Eric Kaufman
Integrated Producer:
Win Bates
Associate Integrated Producer:
Eric Kunau
Music Director:
Dave Rocco
Group Account Director:
Tom Else
Group Account Director:
Monica Jungbeck
Account Director:
Alex Gross
Account Supervisor:
Eric Shanahan
Account Executive:
Ashley Su
Assitant Account Executive:
Shelia Ashouripour
Chief Strategic Officer:
Colin Drummond
Director of Digital Strategy:
Zach Gallagher
Group Planning Director:
Susie Lyons
Senior Digital Strategist:
Brendon Volpe
Senior Account Planner:
Armando Potter
Director of Product Information:
Jason Clark
Product Information Supervisor:
Eddie Chae
Director of Integrated Business Affairs:
Abilino Guillermo
Group Director, Integrated Business Affairs:
Gabriela Farias
Associate Business Affairs Manager:
Jade McAdams
Eric Kaufmann
Live Action Production Company:
Executive Producer:
Ted Markovic
Line Producer:
Eric Kunau
Editorial Company:
Ian Paxton

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