Volkswagen: Candle

You won't see the difference, you'll feel it.
Choose original spare parts.

Advertising Agency: DDB, Milan, Italy
Creative Director: Vicky Gitto
Art Director: Mattia Montanari
Copywriter: Riccardo Ciunci
Illustrator: Balalò
Published: December 2008

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21 comments

Guest's picture
Guest

I don't get it.

Which difference? It's made of wax... is that the difference?

Where is the idea? Everybody knows you can't use a candle in your engine.

Guest's picture
Guest

i think it's supposed to be a sparkplug – which at least in Hungarian is called a "candle" and I assume in Italian too (I can ask a friend) translated into English definitely doesn't work though

Guest's picture
Guest

A fake spark plug won't last as long, or have the same power of an original part... so like a candle. (that is the idea)

It would have been simpler to just have an unlit candle that looks like a spark plug. without the melting wax. And have the wick be the metal tip on a spark plug.

The line needs to be simpler and to the point.

M

Guest's picture
Guest

Yes spark Plug is called "candle" in italy this the conect, buy a wax candle to set up in your car.

Damon Hakim's picture
Damon Hakim
25 pencils

Just 'Choose original spare parts' is enough i think? The visual speaks for itself.

Guest's picture
Guest

Looks like a dildo. Honest.

unaquestionediali's picture
unaquestionediali
481 pencils

what kind of dildo do you usually use?

pinkshick's picture
pinkshick
37 pencils

My thoughts went a step forward, but anyways, looks like a thing that doesn't have to do with car parts o_O

Guest's picture
Guest

Embarassing..

Guest's picture
Guest

euh...bad.

Guest's picture
Guest

its enough good and clear idea. I could not understand why guest commenters puzzle with idea.

Guest's picture
Guest

in german it's "zündkerze" (kerze = candle) - so it works

DGCS's picture
DGCS
410 pencils

Nooooooooooooooo

marcel7's picture
marcel7
996 pencils

Bad!

Guest's picture
Guest

Mala, como de los 80s!!!

Guest's picture
Guest

DDB Milan burns the cliche at both ends? ;)

Guest's picture
Guest

C'mon guys it's not that bad. The translation doesn't work in english. If a sparkplug is called a candle in italian then I guess this makes sense to italians. There is an idea here, i guess it just doesn't work that well in english - that's all. but nice ad.

Mika

Senhora Kolossa's picture
Senhora Kolossa
489 pencils

guys, your thing is calcio, not advertising. go play.

capywriter's picture
capywriter
5511 pencils

probably there are several languages in which the same word is used for candle and spark plug. In French for example it's 'bougie', which we also use in Belgium, but as a form of dialect.

Abhisek Roy's picture
Abhisek Roy
16 pencils

Good creative, Well done guys....

Prakashddeokar's picture
Prakashddeokar
18 pencils

bad

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