Looking back on a seminal ad from Volkswagen today. Created
for the Gold brand, the campaign, entitled "Night Driving" attempted
to recreate the feeling of taking to the road at night and feeling like the
only person in the world. Executed with a series of television, print and outdoor
advertisements in 2007, the television spot features Richard Burton distinctive
voice reading Dylan Thomas' "Under Milkwood". Directed by Noam Burro
and produced by DDB London, the ad was followed by a direct marketing campaign
2 months after the campaign began to air.
The ad features a Volkswagen Gold being driven around
deserted Los Angele's streets. I think what makes this ad truly remarkable is
the soundtrack. The quiet background music does not detract from the poetry,
and combined with the imagery, it feels like a massive departure that we see in
standard car advertising. It was a very effective campaign to boot, with the
Gold achieving its best sales year to date in 2007.
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