Agency Network: 
June 2008

Print advertisment created by BBDO, Brazil for Volkswagen, within the category: Automotive.

Advertising Agency: ALMAPBBDO, Sao Paulo, Brazil
Executive Creative Director: Marcello Serpa
Creative Directors: Tales Bahu, Rodrigo Almeida
Copywriter: Cesar Herszkowicz
Art Director: Gustavo Victorino
Photographer: StockPhotos
Typographer: Jose Roberto Bezerra
Account Supervisor: Fernao Cosi
Advertiser's Supervisor: Herlander Zola

Comments (28)

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Kateter's picture
Activity Score 2029

one of cannes crappier winners. totally useless in real life.

sumsum's picture
Activity Score 613

the line is weak. better: 27:13 and then put the message in the small box.

iRIO's picture
Activity Score 224

Por favor, explane me what is the idia. I see nothing but mess!
...Oh! Now it's OK, I've got it!

brc912's picture
Activity Score 105

Unless this is a HUGE poster, you would never be able to see what it is. It would have helped to have fewer images so that they were larger and you know what you are looking at. Also, I would have used images of a bunch of different locations instead of just random pictures of what seems to be nothing. I think that would give the concept a little better footing than it has right now.

XTG's picture
Activity Score 1355

i like it; amongst all the mess and confusion you can find the Golf, meaning that the tracking system actually works, even in this mess.

jmscarane's picture
Activity Score 48

I am assuming tracking is something that finds the car if it's stolen?

I feel like this could have been smarter. Maybe a more realistic situation? I think apply the concept like this is kind of boring.

Zemane's picture
Activity Score 284

How many students it takes to turn a site like this into crap?
Shut up!
Grow up!
Beautiful work by Almap.
I thik this one is better than all the other lions Almap won this year in Cannes.

"Talent is luck. The important thing in life is courage."

theanc's picture
Activity Score 2783

I agree. Way better than that one that won gold.


jmscarane's picture
Activity Score 48

Having an opinion different than yours automatically qualifies me as a "student" who needs to "grow up"? Wow. It must be very difficult for you to make it through each day having to deal with all of the "children" around who don't share your views. Growing up is the worst advice I've ever received from anyone.

As my comment said, I'm not aware of what "tracking" is, because I've never heard a service/device/whatever called that in America. It would have been easier had I gotten that from the ad without having to look it up.

Chill out.

ChuckNorris's picture
Activity Score 834

I think you meant to say USA, as Brazil is in the Americas also.

I think the name tracking pretty much explains the product, doesn't it?

It's a device that tracks the car.

It's a pretty common feature for people that live in Rio or São Paulo, where the crime rate is going through the roof.

jmscarane's picture
Activity Score 48

Geez, everyone sure is looking to pick fights.

Well, I didn't say Americas. I said America, singular. As far as I know, no one in Brazil refers to their country as America.

I wasn't ripping the ad apart by any means. I still stand by my position that it could have been smarter. The line leaves something to be desired.

ChuckNorris's picture
Activity Score 834

Not trying to pick fights at all.

I just hate the way Americans say "America".

When I lived in the US a while ago people use to say stuff like: You are in America now.

As if I had ever left the American continent.


whitespace's picture
Activity Score 1953

1- Chuck Norris doesn't pick fights.
2- It's not a fight when he is sure to win.
3- He always wins.

Dr. Dedo Verde's picture
Dr. Dedo Verde
Activity Score 24

Cammbada de zé-ruelas. O trampo é bacana.
Situação realista? Por isso que vocês só comentam as peças, em vez de publicar alguma coisa.
Vão trabalhar, invejosos.

Dr. Dedo

Tincho's picture
Activity Score 1093

Hahaha, this is really cool stuff!!

Heaters should zoom in, take a better look and shut up.

StuartLittle's picture
Activity Score 466

Ivan its a Low resolution ad, or am i missing something?

ivan's picture

Any higher would take forever to load. :)

purplerodent's picture
Activity Score 123

Mindhunter: why the f should i struggle to get an ad. wtf this crap


ChuckNorris's picture
Activity Score 834

You really struggle to get this?

whitespace's picture
Activity Score 1953

this is good. (why the heck did they have to repeat some of the pics though)

i think it would be really effective when placed beside a carpark map

Activity Score 1838

This is crap. It isn't a clear message and I can't see it being effective in the slightest. An utter poopfest. And someone said this won at Cannes? Hmmm that's telling.

We're going to need more lube.

fen1x's picture
Activity Score 471

I like it but they should create car image from this pictures(something like faces from pictures ect) will be better.

andré ™'s picture
andré ™
Activity Score 144

It's a fine ad, even though a tracking system device is a waste of time, they will stole the car anyways.

But, come on it makes the insurance car from the model Golf goes down significantly, because VW cars are most wanted car to be stolen, good engines every single part works in all most VW cars.

So, it's actually a benefit for lowing the cost of the insurance, not a very enthusiastic one.

purplerodent's picture
Activity Score 123

Mindhunter: please someone explaing this ad..please for crying out loud


ChuckNorris's picture
Activity Score 834

It's for a car with a tracking device.

If someone steals it, you can see where it is and get it back.

So the ad just shows how the device works. It finds the car amongst all the other things you see in a city.

mansoor khan's picture
mansoor khan
Activity Score 35

a little confusing

Frits Harkema's picture
Frits Harkema
Activity Score 713

Volkswagen & Brasil = Lion. Everybody knows that, do not act so surprised.

Activity Score 1838

That's all it takes? Why doesn't everyone just boycott it if it's such a farce?

We're going to need more lube.