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Published/Aired: 
December 2010
Volkswagen:  Ibex
Volkswagen Print Ad -  Ibex

Description

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

Caption

If you want to reach high, you must be made for higher.
The New Volkswagen Amarok.

Advertising Agency: DDB, Milan, Italy
Creative Directors: Luca Albanese
Art Director: Armando Viale
Copywriter: Valerio Le Moli
Account Supervisor: Chiara De Simone
Account Executive: Alessia Mognon
Art Buyer: Michela Braganti
Photographer / Postproduction: Alessandro Bavari
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Guest's picture

Wowwwwwww.

Guest
Guest's picture

Concept very good.
Execution very good.
Great work for DDB Milan.

Guest
reasonwhy's picture

So, the car you want me to buy needs more than it has, to climb the moutain ?

reasonwhy
Activity Score 147
Art Director
Billoughsby's picture

Yeah. And I read from this that it works better once it's in the recycle pile of a landfill, than flat out on ice, rock or snow. But are we being too hard on this loverly piece of sh -- er -- CGI?

Billoughsby
Activity Score 5154
Art Director |

That's it.

Guest's picture

I like. Good art direction.

Guest
Wordnerd's picture

what. is. that.

Wordnerd
Activity Score 6692
Copywriter
Guest's picture

What's your question??? It's so clear. I like.

Guest
Guest's picture

is a colander, idiot.

Guest
Guest's picture

Perfect10

Guest
Lazarus's picture

You must be made for higher? Sounds pretty bad.

Lazarus
Activity Score 1536
Creative Director
Oblabla's picture

i found the headline too literal

Oblabla
Activity Score 298
copywriting trainee at Reputation/Publicis/Leo Burnett Copenhagen |

Oblabla.wordpress.com

Guest's picture

Good piece of advertising.

Guest
esteb's picture

Car is the heart? The lung? Other?
Message is not so clear.

esteb
Activity Score 673
art
jackmancer2017's picture

Yeah I'm thinking / doubting the same thing as you.

But amazing artwork.

jackmancer2017
Guest's picture

Molto bella.

Guest
Guest's picture

The car is like the heart of a mechanical angry goat...er...em...well... what to say... I like the sky, however.

Guest
HappyHour's picture

Five guests giving 10 star ratings....how peculiar.

Good CGI, not really much of an ad though. Message isn't clear and the copy is horrific.

HappyHour
Activity Score 2381
Guest's picture

So many 10 star rating for this means: a) could be the next grand prix. b) the creative team is clicking everything around them to make it look a good ad.

Guest
reasonwhy's picture

"Five guests giving 10 star ratings....how peculiar."

Indeed !

reasonwhy
Activity Score 147
Art Director
Guest's picture

Nice.

Guest
CuriousPencil's picture

So, Goatzilla, we meet again. It seems you have swallowed a brown car and got stuck in the snow. By the lack of tracks and snow heaped on your hooves it looks like you haven't moved in days. I recommend sticking to those fairy cakes whose wrappers make your horns, and steering away from rust-coloured cars with platinum claims.

Seriously though, I think there was an idea in there somewhere, but it got buried by technology and fanciful artwork. Much like the product.

CuriousPencil
Activity Score 4225
Copywriter
LeeHarvey's picture

Well here's a three star just for the artwork. Silly ad, very complicated message. Heck I'll give it a 2/10

LeeHarvey
Activity Score 3045
Creative Director
Guest's picture

hmmm... is it just me or does it seems to be a bit inspired from here: http://adsoftheworld.com/media/print/wwf_deer

Guest
JeffP's picture

Well spotted. It does work well with that one. Not so with VW. What's to like with an Uber mechanical wild goat in the beautiful Alps?

JeffP
Activity Score 810
Marketing Manager at TomTom
LeeHarvey's picture

Wow, another one for joelapompe's collection af copycats... Will it ever end? Nice find guest, we can all move on now people, nothing new here.

LeeHarvey
Activity Score 3045
Creative Director
Dzsoi's picture

Yep, good ad, thx for the link, haven't seen before.

Dzsoi
Activity Score 8611
Copywriter
jpz001's picture

To literal :s. But i like the Art Direction.

jpz001
Activity Score 6
Art Director at Art Director in United Virtualities
Billoughsby's picture

Guest just exposed this as a swipe. (dusts hands) I guess our work here is finished.

Billoughsby
Activity Score 5154
Art Director |

That's it.

Guest's picture

good art direction bad copy

Guest
Guest's picture

very nice idea.

Guest
Guest's picture

The copy is bad, the concept is bad and it does not seem at all volkswagen. VW brand: smart, bright, fresh. This ad: Droid.

Guest
Guest's picture

The conceot is wrong, the copy is very bad, the landscape is totally fake. snow is totally out of proportion and lights are odd...

Guest
Guest's picture

From what I gather, the truck made it to "high", but couldn't move forward, so then it hopped inside of a goat, and the goat took it to "higher"...okay, I'll buy that.

Guest
Guest's picture

Where to buy that goat?

Guest
Guest's picture

My first thought as I looked at this was, "Boy, that goat ate a lot of stuff!"

Deconstruction on Madison Avenue,
http://craigmcnamara.blogspot.com
(A fun blog tracing pop cultural and historical influences on past and current advertising)

Guest
himanshu prabhakar's picture

AWESOME !!

himanshu prabhakar
Activity Score 471
Art Director at Discovery communications india pacific |

Himanshu Prabhakar

peppermintfountain's picture

Damn!!... the copy is bad

peppermintfountain
Activity Score 17
Copywriter
Guest's picture

Nice idea.

Guest
shaun1800's picture

Bad copy, good art direction, average idea.

shaun1800
Activity Score 293
Copywriter
jackblack's picture

Yawn.

jackblack
Activity Score 2362
Art Director
Guest's picture

Like it, why the car at the goat's heart? ? Had it been completely mechanical, justified the idea.

Guest
Guest's picture

nice work

Guest
javier bizarro's picture
javier bizarro
Activity Score 276
Art Director at Del Campo Saatchi & Saatchi
Manoma's picture

A little complicated, and no much more credible is'nt?
... Where is the pleasure in this ?

Manoma
Activity Score 1108
Copywriter
mark3r's picture

Sorry, nice art and all but it buries the product.

mark3r
Activity Score 1949
Art Director at Scout
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