Description
Print advertisement created by DDB, Australia for Volkswagen, within the category: Automotive.
The new Passat. Pleasure before business.
Executive Creative Director: Dylan Harrison
Creative Director: Steve Wakelam
Art Directors: Steve Wakelam, Adam Ledbury
Copywriter: Karen Ferry
Planning Director: Nick Andrews
Managing Partner: Nicole Taylor
Senior Business Manager: Dave Murphy
Photography: Alan McFetridge
Art buyer: Bryson Holt
Photography Production House: The Kitchen
Retouching: Cream
I vaguely understand this. I get what it wants to say... but why are the cloths on the ground? And why would this mean anything about the Passat? Seems to be more about the cloths.
@Jack
You would get a better understanding once you see the commercial, which I personally love. Maybe Ivan will post it sometime soon. This campaign is targeting business individuals, and it is showing what some of them do for pleasure before they go to work (e.g. swimming, playing tennis, etc and of course driving a passat). In this particular example, though, I am not sure you can tell someone went to the beach.
I can understand that - but why cloths on the ground? Doesn't make enough sense for me.
It's not just any clothes. It's business clothes :) Like I said earlier, the campaign is targeting business individuals. I agree though that this could be a tad confusing. They should have done just the commercial. You can see it here:
http://www.youtube.com/watch?v=e83GXi3owsk&feature=channel_video_title
Alright I agree that works heaps better. Good production, although it merely goes on feeling rather then clear reason why the Passat would be 'Pleasure before business'.
See one before you see the other sorry things don't work this way. This is simply bad.
because therefore it is
I absolutely agree with you - if it doesn't work on its own, it's a poor execution and a waste of client's money. We don't live in the 80s when you could build a 99% reach by a TV campaign and expecti that your audience links the print with TV execution.
this one is just bad. worst of the bunch.
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