Volkswagen Golf "Under Milkwood"

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. 

Volkswagen's Area View System "Nap" & "Scout"

Another look at a Brazilian Cannes Lion Print candidate today. The campaign was for  Volkswagen's Area View System, a feature in their new models they wished the public to have a greater knowledge of.  AlmapBBDO was tasked with creating the print ad for the feature.

While the ad is funny and demonstrates why the product has a valuable use, it's focus on children is incredibly savvy marketing. Volkswagen pride themselves on creating family cars, and by highlighting children in both aspects of the print campaign, the real purpose of the product is displayed. Keeping children safe. A well executed ad that deserved to be considered best practice.