Volkswagen: Beach

The new Passat. Pleasure before business.

Advertising Agency: DDB, Sydney, Australia
Executive Creative Director: Dylan Harrison
Creative Director: Steve Wakelam
Art Directors: Steve Wakelam, Adam Ledbury
Copywriter: Karen Ferry

Planning Director: Nick Andrews

Managing Partner: Nicole Taylor

Senior Business Manager: Dave Murphy

Photography: Alan McFetridge

Art buyer: Bryson Holt

Photography Production House: The Kitchen

Retouching: Cream

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11 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I vaguely understand this. I get what it wants to say... but why are the cloths on the ground? And why would this mean anything about the Passat? Seems to be more about the cloths.

atb2005's picture
atb2005
13567 pencils

@Jack

You would get a better understanding once you see the commercial, which I personally love. Maybe Ivan will post it sometime soon. This campaign is targeting business individuals, and it is showing what some of them do for pleasure before they go to work (e.g. swimming, playing tennis, etc and of course driving a passat). In this particular example, though, I am not sure you can tell someone went to the beach.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I can understand that - but why cloths on the ground? Doesn't make enough sense for me.

atb2005's picture
atb2005
13567 pencils

It's not just any clothes. It's business clothes :) Like I said earlier, the campaign is targeting business individuals. I agree though that this could be a tad confusing. They should have done just the commercial. You can see it here:

http://www.youtube.com/watch?v=e83GXi3owsk&feature=channel_video_title

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Alright I agree that works heaps better. Good production, although it merely goes on feeling rather then clear reason why the Passat would be 'Pleasure before business'.

Manoma's picture
Manoma
1093 pencils

Nice.. but, why the car ?

bakamono's picture
bakamono
1006 pencils

See one before you see the other sorry things don't work this way. This is simply bad.

because therefore it is

AdBuzzer's picture
AdBuzzer
1168 pencils

I absolutely agree with you - if it doesn't work on its own, it's a poor execution and a waste of client's money. We don't live in the 80s when you could build a 99% reach by a TV campaign and expecti that your audience links the print with TV execution.

ace85le's picture
ace85le
3939 pencils

this one is just bad. worst of the bunch.

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Kriativity's picture
Kriativity
418 pencils

dear ad..can u please make some sense to me and many others?

Glut's picture
Glut
3947 pencils

just bad, no more to analyze

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