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King

Campaign
Agency Network: 
Published/Aired: 
November 2010
Volkswagen:  King

Description

Print advertisement created by Ogilvy, South Africa for Volkswagen, within the category: Automotive.

Caption

I have a dream. -1963
Small can be powerful. 118kW 1.4l TSI.
Das Auto. Volkswagen

Advertising Agency: Ogilvy, Cape Town, South Africa
Executive Creative Director: Chris Gotz
Associate CD / Copywriter: Jacques Massardo
Creative Group Head / Art Director: Gareth McPherson
Art Director: Matthew Pullen
Copywriter: Craig Ross
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Highest Rated

vinay pandey's picture

i lke it,

vinay pandey
Activity Score 26
Copywriter at tbwa
jackmancer2017's picture

Juries might like it, but I think it's too simple. It's not bringing it back to cars enough in my opinion.

On picking at 'small', I think this one does it heaps better:
http://www.youtube.com/watch?v=XEVvlyHQVjs

jackmancer2017
Guest's picture

Your link is so average

Guest
AnonymousDave's picture

Sometime by heaping too much on top of an idea we end up with a heaping pile that does little more than heaps. Although, sometimes heaping is good for things, like when we heap a big heap on top of something that needs a heap, we end up with a heap that's a whole heap better. So in that regard, you're right, Jaap.

AnonymousDave
Activity Score 18
jasonP's picture

There is just one sentence "I have a dream.",
but we don't know how much time they spend to come out with this concept, visual and layout.
This kind of concepts are available only on Volkswagen.
I don't think it would work on some small unknown brands.

jasonP
Activity Score 222
Raffles Design Institute
CommandZ's picture

NIce link Jack, love that piece. Here though I think they're going for a homage to the famous 1960's ad that had a very small image of a VW Beetle in the center surrounded by loads of white space. Very self referential direction that may be lost on the consumer but the result would be the same. How could you not look at the message? It's very arresting in that sense just like the original. And I've never seen too simple as a problem. The best work is often very simple.

CommandZ
Activity Score 2515
Creative Director
Anonymous Author's picture

It's smallness is reducing its power to a visual pun.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

Ads.chinaSMACK's picture

Half of Volkswagen employees will utter the phrase, 'we are spending thousands on this?!" and followed by..."i could do that"

not a fan of this.

Ads.chinaSMACK
Activity Score 271

Advertising @ chinaSMACK
http://advertising.chinasmack.com

Guest's picture

Rather underwhelming.

Guest
Hibon's picture

The good about this is that using less ink they protect better our planet.

Hibon
Activity Score 3734

Simple ideas are the best !

velle's picture

!?!?!?!

velle
Activity Score 1550
Copywriter
Jotacef's picture

The first VW had a small engine and was very efficient...

Jotacef
Activity Score 219
Copywriter at OGILVY GUATEMALA CITY
lilaloo's picture

??

lilaloo
Activity Score 121
Art Director
S.tefan's picture

Reminds me of the ad of the Volkswagen Beetle

S.tefan
Activity Score 117
Willem de Kooning Academy |

http://www.stefanapswoude.nl

Guest's picture

Not a fan guys. If I had to see this ad in a magazine or as an awards entry it would be a bit of a "so what?"
There's no emotional connection or reaction. And it definitely doesn't make me want to buy the car. Sorry.

Guest
vinay pandey's picture

i lke it,

vinay pandey
Activity Score 26
Copywriter at tbwa
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