Volkswagen Amarok: Ibex

If you want to reach high, you must be made for higher.
The New Volkswagen Amarok.

Advertising Agency: DDB, Milan, Italy
Creative Directors: Luca Albanese
Art Director: Armando Viale
Copywriter: Valerio Le Moli
Account Supervisor: Chiara De Simone
Account Executive: Alessia Mognon
Art Buyer: Michela Braganti
Photographer / Postproduction: Alessandro Bavari

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45 comments

Guest's picture
Guest

Wowwwwwww.

Guest's picture
Guest

Concept very good.
Execution very good.
Great work for DDB Milan.

reasonwhy's picture
reasonwhy
143 pencils

So, the car you want me to buy needs more than it has, to climb the moutain ?

Billoughsby's picture
Billoughsby
5091 pencils

Yeah. And I read from this that it works better once it's in the recycle pile of a landfill, than flat out on ice, rock or snow. But are we being too hard on this loverly piece of sh -- er -- CGI?

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

I like. Good art direction.

Wordnerd's picture
Wordnerd
6662 pencils

what. is. that.

Guest's picture
Guest

What's your question??? It's so clear. I like.

Guest's picture
Guest

is a colander, idiot.

Guest's picture
Guest

Perfect10

Lazarus's picture
Lazarus
1502 pencils

You must be made for higher? Sounds pretty bad.

Oblabla's picture
Oblabla
298 pencils

i found the headline too literal

Oblabla.wordpress.com

Guest's picture
Guest

Good piece of advertising.

esteb's picture
esteb
673 pencils

Car is the heart? The lung? Other?
Message is not so clear.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Yeah I'm thinking / doubting the same thing as you.

But amazing artwork.

Guest's picture
Guest

Molto bella.

Guest's picture
Guest

The car is like the heart of a mechanical angry goat...er...em...well... what to say... I like the sky, however.

HappyHour's picture
HappyHour
2387 pencils

Five guests giving 10 star ratings....how peculiar.

Good CGI, not really much of an ad though. Message isn't clear and the copy is horrific.

Guest's picture
Guest

So many 10 star rating for this means: a) could be the next grand prix. b) the creative team is clicking everything around them to make it look a good ad.

reasonwhy's picture
reasonwhy
143 pencils

"Five guests giving 10 star ratings....how peculiar."

Indeed !

Guest's picture
Guest

Nice.

CuriousPencil's picture
CuriousPencil
4227 pencils

So, Goatzilla, we meet again. It seems you have swallowed a brown car and got stuck in the snow. By the lack of tracks and snow heaped on your hooves it looks like you haven't moved in days. I recommend sticking to those fairy cakes whose wrappers make your horns, and steering away from rust-coloured cars with platinum claims.

Seriously though, I think there was an idea in there somewhere, but it got buried by technology and fanciful artwork. Much like the product.

LeeHarvey's picture
LeeHarvey
3045 pencils

Well here's a three star just for the artwork. Silly ad, very complicated message. Heck I'll give it a 2/10

Guest's picture
Guest

hmmm... is it just me or does it seems to be a bit inspired from here: http://adsoftheworld.com/media/print/wwf_deer

JeffP's picture
JeffP
810 pencils

Well spotted. It does work well with that one. Not so with VW. What's to like with an Uber mechanical wild goat in the beautiful Alps?

LeeHarvey's picture
LeeHarvey
3045 pencils

Wow, another one for joelapompe's collection af copycats... Will it ever end? Nice find guest, we can all move on now people, nothing new here.

Dzsoi's picture
Dzsoi
5961 pencils

Yep, good ad, thx for the link, haven't seen before.

jpz001's picture
jpz001
6 pencils

To literal :s. But i like the Art Direction.

Billoughsby's picture
Billoughsby
5091 pencils

Guest just exposed this as a swipe. (dusts hands) I guess our work here is finished.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

good art direction bad copy

Guest's picture
Guest

very nice idea.

Guest's picture
Guest

The copy is bad, the concept is bad and it does not seem at all volkswagen. VW brand: smart, bright, fresh. This ad: Droid.

Guest's picture
Guest

The conceot is wrong, the copy is very bad, the landscape is totally fake. snow is totally out of proportion and lights are odd...

Guest's picture
Guest

From what I gather, the truck made it to "high", but couldn't move forward, so then it hopped inside of a goat, and the goat took it to "higher"...okay, I'll buy that.

Guest's picture
Guest

Where to buy that goat?

Guest's picture
Guest

My first thought as I looked at this was, "Boy, that goat ate a lot of stuff!"

Deconstruction on Madison Avenue,
http://craigmcnamara.blogspot.com
(A fun blog tracing pop cultural and historical influences on past and current advertising)

himanshu prabhakar's picture
himanshu prabhakar
473 pencils

AWESOME !!

Himanshu Prabhakar

peppermintfountain's picture
peppermintfountain
17 pencils

Damn!!... the copy is bad

Guest's picture
Guest

Nice idea.

shaun1800's picture
shaun1800
293 pencils

Bad copy, good art direction, average idea.

jackblack's picture
jackblack
2261 pencils

Yawn.

Guest's picture
Guest

Like it, why the car at the goat's heart? ? Had it been completely mechanical, justified the idea.

Guest's picture
Guest

nice work

Manoma's picture
Manoma
1093 pencils

A little complicated, and no much more credible is'nt?
... Where is the pleasure in this ?

mark3r's picture
mark3r
1940 pencils

Sorry, nice art and all but it buries the product.

:::MARK3R:::

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