Park assist

May 2009
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Also From This Campaign (1 items)


Parking Attendant. Taking a break, thanks to the New Golf with Park Assist. For the love of the drive. New Golf.

Advertising Agency: Ogilvy Cape Town, South Africa
Creative Directors: Chris Gotz, Gordon Ray
Art Director / Photographer: Matthew Pullen
Copywriter: Craig Ross

Comments (10)

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this one needs a bit of cultural background for the non-south africans:

parking attendants, better known as "car guards" are ubiquitous in south africa (providing a means of income for the all-too-many unemployed) and there few places to park where one will not find one (or more) who will make a great show of guiding you into a space with much pointless and sometimes counter-productive gesticulation and whistling. they tend to be persistent to the point of annoyance - in order to ensure they receive a tip when you return to your vehicle. they often wear yellow or orange reflective bibs as used in this campaign.

given this context, this viral campaign is cleverly devised and very humourous...