The new VW Golf GTi ad made everyone in our house applaud the other night.
Quite simply it is the best ad I’ve seen in months, maybe years, and so true to VW’s personality. Deeply confident but with a willingness and ability to be so without ever being cocky or arrogant. Unlike with the door closing commercial a few years ago which made direct comparisons about build qulaity this sets VW up as the gold standard by choosing an amusing metaphor. But so awesomely resolved, not just filmically but in the audio too.
This is Gold Award at Cannes standard in my book.
And so, you’re sitting around waiting for a half decent ad to come along and two come from the same advertiser in a week.
The New VW Up! commercial draws on classic VW style. Great (and perfectly relevant) old song, brilliant casting and a fabulous punchline, lovingly telling a great wee story but avoiding the danger of slapstick or exaggeration. It treats its audience with respect and allows them to work it all out.
The reveal carries a genuinely good product benefit (a good small car for tall people – nothing more, but that’s enough).
And as if all that wasn’t enough, you can see how they made the VW Golf GTi ad too.