Things don’t always turn out right when you go backwards. Not even fairytales. What a wonderfully inventive way to look at the need for Vauxhall Astra’s reverse parking capability – especially when this is no longer a standout inclusion. McCann Worldgroup’s specialist Vauxhall agency, Velocity, has created a campaign of fairytales told backwards to make Vauxhall Astra stand out. The animated 50-second commercials reimagine Cinderella, Jack & The Beanstalk and the Ugly Duckling by starting at the ending and making the plot go backwards to their less than happy beginnings.
Velocity, which is based in Milton Keynes and MRM Madrid, collaborated with animators from Brazil, Spain and the UK to create the campaign. Each film was briefed to a different animation house. Coffee & TV in London retold Jack & The Beanstalk, Mach Studio in Madrid reworked The Ugly Duckling and Vetor Zero / LOBO in Brazil recreated Cinderella. The work is running as pre-roll ads and is featured on Vauxhall’s social channels. TV is planned for late 2019.
Patrick Fourniol, marketing director at Vauxhall Motors, commented, “Vauxhall’s mission is to offer cars and vans that anyone can enjoy, using the latest technology to enhance that experience. These films perfectly support our brand mission: enjoyment that’s accessible to anyone, delivered with a classically British twist of pantomime-style fun.”
Making of:
Credits:
Idea Creation: MRM//McCann Madrid & McCann Milton Keynes
Creative President McCann Europe: Adrian Botan
Chief Creative Officer, MRM // Mccann Madrid: Miguel Bemfica
Chief Creative Officer, Mccann Milton Keynes: Vince Mcsweeney
Executive Creative Director, MRM // McCann Madrid: Eduardo Battiston
Executive Creative Director, McCann Milton Keynes: Nick Cooper
Executive Creative Director, McCann Birmingham: Chris Robertson
Senior Copywriters: Alberto Espeja (MRM // McCann Madrid) & Joe Ivory (McCann Birmingham)
Senior Art Director: Jamie Buckingham (McCann Birmingham)
Producer: Justin Sanders @ Global Radio
Editor: Dave Bush @ Global Radio
Ugly Duckling Animations:
Animation Studio: Mach Studio
Head Of Art: Rafael Merino
Technical Director: Victor Llorente
Art Director: Pablo Camarero
VFX Director: Álvaro Rebollo
Modelling & Look Dev: Beatriz Orellana
Rigger: Jose Antonio Martín
Animator: Christian Dan
Cinderella Animations:
Animation Studio: Vetor Zero/ LOBO
Director: Gabriel Nobrega
Animation Director: Lee Peffer
Art Director: Felipe Jornada
Director Of Photography: Lucas Andrés Barreto
Modeling: Frederyco Martins & Bruno Saber
3D Animation: Daniel Bahia
Animation Supervisor: Jerome Saravá
Rigging Supervisor: Leo Cardaval
Rigging: Henrique Ribeiro
Stop Motion Animator: Lee Peffer
Jack & The Beanstalk Animations:
Animation Studio: Coffee & TV
Creative Directors: Martin Allen & Jonny Grew
Character Design & Development & CG & Animation: Josh George
CG & Animation: Catherine Elvidge, Adam Lindsay, Adrian Russel, Amy Heyes & Richard Costin
Art Director: Steve Waugh
Grade: George Neve
Producer: Charlotte Hopkins @ Velocity
