In the midst of the current adland infatuation with branded documentaries for auto brands comes a classic advert by DDB & Tribal Amsterdam – an oft-told story of what a boy will do to impress a girl – in which the car, a VW Terugweg has a genuine reason to be included in the cast.
Surely, some of the branded car docos and car ads of late have left you, too, wondering why the car is in there?
Is this a great ad? Once upon a time, a classic story told this way would have been applauded as a “big idea”. But big ideas are out of fashion. Perhaps we should just call it a winning idea:
- Everyone – boy and girl – has ‘been there’. Everyone will connect with, and remember, this story.
- The story builds prestige for the VW – and desirability.
- The car shows off what it can do – as a natural part of the story.
- The ad is warm and funny and makes you feel good about the brand (which, let’s be honest, is still VW’s number one task).