Ad of the Day – October 24 (Los Angeles)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Deutsch
  • Location: Los Angeles
  • Client: Volkswagen
  • Name: “It’s not miles…”
  • Category: Film

Why I like it: I dare you. Watch this ad without smiling. You can’t. Watch this ad without getting a warm feeling. You can’t. That’s advertising gold. But there’s a big “IF”. It’s gold IF one is able to link the message with the brand/product, IF the good feelings are associated in the brain with the brand that brought them to you. That’s the big test. This ad is a very risky proposition, considering there is no car, no VO, no demo, no category, no brand, no nothing until the last 2 seconds! It could have been an ad for any product. The question is, will you believe that it comes from VW? Will you make the link? Will it affect your feelings for the brand and not just for life in general? For me the answer was “yes”, and thus I find this ad is a home run, a small gem. It works because VW has been doing amazing work it with its advertising over the last 2-3 years, giving us varying degrees of “car” information but always within a very human, very emotional shell. It works because it’s a part of a robust media plan with multiple messages that build up over time (people still remember “The Force” even a year and a half later). In essence, VW has worked hard over a period of time and has “earned” the right to issue this type of manifesto. And they’ve done it with staggering simplicity, elegance, and impact. I’d be shocked if this didn’t make the brand manager very nervous at first sight. I’d be shocked if this underwent extensive consumer testing, I’d be shocked if it survived quantitative testing. And yet…here it is! Kudos to Deutsch LA, what a shame it would be if advertisers and agencies did not take these chances every now and then, because these are the types of efforts that elevate our profession.

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