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Skiers

Agency Network: 
Published/Aired: 
February 2010
Volkswagen Print Ad -  Skiers

Description

Print advertisement created by DDB, Italy for Volkswagen, within the category: Automotive.

Caption

Not every city slicker is as confident on the snow.
The New Volkswagen Multivan. 7 seats, 4-wheel drive 4Motion

Advertising Agency: DDB, Milan, Italy
Creative Directors: Luca Albanese, Francesco Taddeucci
Art director: Armando Viale
Copywriter: Valerio Le Moli
Post Production: Carioca
Account Supervisor: Chiara De Simone
Account Executive: Alessia Mognon
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morse's picture

So the car performs better than skiers? What is the message here?

morse
Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

consolidated.db's picture

I think you'll find it's a play on words. 'City Slickers' in the copy refers to other city vans with which it competes, but the visual makes out city slickers to be weekend skiers.

So the message is that this VW van is better that it's competitors in the snow.

Hope this clears things up.

Cheers!

consolidated.db
Activity Score 545
Copywriter at Ad Land
rolling.stone's picture

agree

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

-------------------------------------------------------------------

~ Quite obviously, I have gathered no moss ! ~

Brain-Art's picture

Good image

Brain-Art
Activity Score 1101
Graphic Designer
sold's picture

italians... italians, no way to do good job in advertising.

sold
Activity Score 3305
Copywriter
felice's picture
felice
Activity Score 73
hilazon's picture

weird

hilazon
Activity Score 150
Gualcor's picture

I didn't get it either...

Gualcor
Activity Score 978

--
Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
http://www.facebook.com/gualcor

thedesignaddict's picture

Whiff.

thedesignaddict
Activity Score 5403
Art Director at Freelance
Hibon's picture

I think this brand needs something new...all these new "VW easy jokes" on ads are getting...boring.

Hibon
Activity Score 3734

Simple ideas are the best !

monsieurange's picture

Muy dificil hacer cosas buenas para VW. En este caso, no se pudo.

monsieurange
Activity Score 520
Creative Director
shitix-'s picture

cant feel this.

shitix-
Activity Score 234
Mandark's picture

this ad reminds me of the first time i tried to sky. i just put the skis paralel to eachother and started speeding downhill. the skyslope finished i crossed a road and ended up in a wooden fence. not a plesant experience. i imagine if a car drove by that road i would have probably ended up like these skiers here.

still, i find it a bit boring for VW.

Mandark
Activity Score 403
copywriter |

"U think it's perfect?! Press delete and start again!"

alexander_bickov's picture

Nice execution, bad message

alexander_bickov
Activity Score 3279
kagzmainah's picture

i agree

kagzmainah
Activity Score 631
Graphic Designer
K.I.D_PUNK's picture

I LIKE IT.

K.I.D_PUNK
Activity Score 151
Art Director at Advertising Agency Bangkok Thailand
Emran Hayat's picture

for the 1st i thought car has ran over skiers :o|

Emran Hayat
Activity Score 832
Art Director at IAL Saatchi & Saatchi |

Creativity is a natural extension of our enthusiasm

samvel's picture

hoho,so cool~

samvel
Activity Score 13
Graphic Designer at china
kurtberengeiger's picture

I can appreciate the idea [as explained by apseudobeing], but I somehow think that the execution has fallen short....

kurtberengeiger
Activity Score 7323
Copywriter
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