Agency Network: 
June 2008
Volkswagen Print Ad -  Tracking


Print advertisement 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
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Kateter's picture

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

Activity Score 2029
sumsum's picture

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

Activity Score 613
iRIO's picture

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

Activity Score 224
brc912's picture

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.

Activity Score 105
Graphic Designer
XTG's picture

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.

Activity Score 1355
jmscarane's picture

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.

Activity Score 48
Zemane's picture

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.

Activity Score 284
Copywriter |

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

theanc's picture

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


Activity Score 2783
Art Director at NBS / Dentsu Aegis Network |

jmscarane's picture

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.

Activity Score 48
ChuckNorris's picture

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.

Activity Score 834
Creative Director
jmscarane's picture

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.

Activity Score 48
ChuckNorris's picture

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.


Activity Score 834
Creative Director
whitespace's picture

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

Activity Score 1953
Creative Director
Dr. Dedo Verde's picture

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

Dr. Dedo Verde
Activity Score 24
Unemployed |

Dr. Dedo Verde
Relax. All ads of the world's done.

Tincho's picture

Hahaha, this is really cool stuff!!

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

Activity Score 1093
Art Director
StuartLittle's picture

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

Activity Score 466
ivan's picture

Any higher would take forever to load. :)

Creative Director at Ads of the World
purplerodent's picture

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

Activity Score 123
Art Director |


ChuckNorris's picture

You really struggle to get this?

Activity Score 834
Creative Director
whitespace's picture

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 1953
Creative Director

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.

Activity Score 1838
Other |

We're going to need more lube.

fen1x's picture

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

Activity Score 471
Graphic Designer at Multimedia Designer (graphic, www)
andré ™'s picture

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.

andré ™
Activity Score 144
Creative Director at Art Director |

and... andre navas | design

purplerodent's picture

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

Activity Score 123
Art Director |


ChuckNorris's picture

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.

Activity Score 834
Creative Director
mansoor khan's picture

a little confusing

mansoor khan
Activity Score 35
Graphic Designer at graphic designer
Frits Harkema's picture

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

Frits Harkema
Activity Score 713

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

Activity Score 1838
Other |

We're going to need more lube.

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