A few days ago, I blogged about the tricky challenge of making ads as creative as possible without sacrificing relevance in the eyes of ordinary consumers (http://bit.ly/MVPnJL). The point I made then is that if your creative meanderings take you far away from the actual product you’re selling, you will need something in your ad that is plainly connected to the reality of your product or service. In my last post, that “something” was the icy highway where the consumer would need reliable control.
In this 2011 Volkswagen campaign for responsible driving, the “something” is the speed of the child’s fall, which is stated as if it were the speed of a car. With that plus the line “Drive carefully,” Volkswagen has found a wonderfully simple and economical way to say, “Even low-speed collisions can be catastrophic, so please drive with the care necessary to avoid them.” There’s no car in the ad, but we’re still left with an awareness of the huge responsibility involved in driving. And though the ad says nothing about Volkswagen’s cars, we still infer that safety is top of mind with VW’s engineers.
Wonderfully inspiring work, as is so often the case with VW.
Thanks, as always, to the fine folk at Ads of the World for the images and credit info.
Advertising Agency: DDB Buenos Aires, Argentina
Executive Creative Directors: Hernán Jáuregui, Pablo Batlle
Creative Directors: Lisandro Grandal, Fernando Tchechenistky
Art Director: Alejandro Hara
Copywriter: Emilio Yacón
Account Manager: Cecilia King
Producer: Nelson Zeljkovich