Volkswagen, more than anyone, has proved that B2B work can be creative over the past couple years, with its VW Trucks campaigns out of Forsman & Bodenfors, including awards juggernaut Epic Split. This U.K. spot for VW's commercial vehicles, from Adam & Eve/DDB, is lower key but nonetheless charming.
It depicts the hands-on (and damn near perfect) boss of a small company who does everything from fixing the photocopier to lifting boxes to keeping his employees' kids happy with crayons. When he finally gets to have a cup of coffee, there's no milk left, but VW's van center is there to look after him -- generating warm and fuzzy feelings all 'round. Rattling Stick's Pete Riski directed the spot.