After a lengthy suspension of all advertising in the wake of last year’s emissions scandal, VW returned to TV in late January, courtesy of FCB and Simon Mark Brown’s Kontent production company. And its first new spot is a beauty.
In this day of health & safety concerns, we know we shouldn’t be laughing at the poor sod who falls on his backside – even less should we laugh at his idiot fishing mates (played by Olympic sailors Peter Burling and Blair Tuke) who instead of rushing to his aid, crack up inside their flash new towing vehicle, the VW Passat Alltrack.
But back to reality: The new It’s time proposition, developed by DDB and launched as part of a full new brand refresh for Westpac, is unveiled with a hero TVC and category advertisements, OOH, print, and social.
DDB’s executive creative director, Shane Bradnick, says the launch spot riffs off McCaw’s determination to succeed – at everything.
“In the brand ad, Richie runs in reverse across the dramatic Queenstown landscape where we hear all the excuses that could’ve made him stop, give up and go home,” said DDB ECD Shane Bradnick. “Then we see the moment he breaks through the doubt and decides to carry on.
“As the pictures move forward, the script is reversed, turning every negative statement into a positive one, showing us that the same voice that tells us not to do things can motivate us as well.”
VW’s NZ sales fell from 3900 in 2014 to 3780 last year.
CREDITS
Executive Creative Director: James Mok
Senior Creative Lead: Kelly Hywel
Senior Creative Lead: Hywel James
Head of Media & Strategy: Rufus Chuter
Media Director/Business Lead: Blair Alexander
Account Director: Jess Speir
Account Executive: Michaela Sherwood
Associate Media Director: Daniel Currin
Media Planner/Buyer: Nicholas Pinfold
Digital Director: Kate Grigg
Digital Buyer: Denise Yong
Digital Campaign Manager: Rohan Prasad
Head of PR: Activation: Social: Angela Spain
PR Senior Account Director: Joanna James
PR Senior Account Manager: Laura Douglas
Head of Content: Pip Mayne
Production Company: Kontent
Director & Producer: Simon Mark Brown
DOP & Editor: Bertrand Remaut, Kontent
Grade: Andrew Brown, Toybox
Sound: Andrew McDowall, Digi Cake
Retouching: Anton Mason, FCB
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