Escalator
Description
Print advertisement created by Kaffeine, Ukraine for Volkswagen, within the category: Automotive.
Feel driven by the road.
Creative Directors: Anze Jereb, Dima Tsapko
Art Directors: Roman Davydyuk, Dima Tsapko
Copywriters: Nadya Skrynnyk, Lilia Burkova
Designer: Roman Davydyuk
Nice visual but the strategy seems a bit odd. I want to drive the car, not be driven.
Exactly my first reaction as well.
Not that I have a car though...
Gives me the feeling that it's gonna be as slow as an escalator. Gonna take forever to reach the top. Liked the execution though.
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The thing is that the road moves along with the car, which is moving, too. Good illustration for this -- running on the escalator. Two good points -- (1) you save your energy (fuel) by not traveling all the way up and (2) you've got more power by adding your power(speed) and escalator's. Both of these advantages describe the principle of Turbo Diesel Injection (TDI) by Volkswagen.
Awkward headline, overly abstract concept and execution.
good one
"If you are irritated by every rub, how will you be polished?"
— Rumi
pretty forced.
creative for the sake of it.
they showed me a picture & i laughed
dignity has never been photographed
The road have to be really fast : D oups sorry, TDI is not so fast so it works :D
You can do it !
too bad it's been done before twice :
http://www.joelapompe.net/2009/02/11/welcome-to-copycat-mountain-atten...
For me, the escalator does give me the feeling of smooth and slow ride but the copy is not in alignment.
shahid
escalator can't be smooth... for me is not smooth at all
nice visuals though
I translate: driving VW is dreamy. Interesting how decoding varies from person to person!
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