Ad of the Day – September 18 (Los Angeles)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Deutsch
  • Location: Los Angeles
  • Client: VW
  • Name: Feeling Carefree
  • Category: Film
  • Why I like it: Oh, I love this one so much. If you grew up in the West during the 80s, watch it right now. How blessedly different these VW ads are from the usual car advertising fare: winding roads, shifting into 5th gear, autumn leaves blowing in the asphalt, salt-lake drifting, and all the other generic nonsense! Breakthrough is the first step – without it you’re not even in the game! In this one they had me from the first second (the opening chord/illustration), and it kept me hooked with a great track, amazing animation, and fantastic little details (eg. the “80s dance” they are doing on second 26 – epic!) The brand/benefit feels a little more tacked on than in most VW ads of late, but it hardly matters – there is such a wellspring of positive vibe created by the preceding 30 seconds, that it would have worked just as well as a brand ad. Another strong effort from VW and Deutsch. It’s becoming a trend…I’ll have what they’re having, please!

Bonus content: I feel like some context is owed to my Chinese colleagues: in the West, the 80s were the peak time for music videos and semi-cheesy one hit wonder bands like the Norwegian “A-ha”. The song in the video was a huge international hit, in large part due to an extremely breakthrough music video, that everybody saw and remembers to this day. You can see it here or go to this link (http://www.youtube.com/watch?v=djV11Xbc914)

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