Volkswagen: King

I have a dream. -1963
Small can be powerful. 118kW 1.4l TSI.
Das Auto. Volkswagen

Advertising Agency: Ogilvy, Cape Town, South Africa
Executive Creative Director: Chris Gotz
Associate CD / Copywriter: Jacques Massardo
Creative Group Head / Art Director: Gareth McPherson
Art Director: Matthew Pullen
Copywriter: Craig Ross

November 2010


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Juries might like it, but I think it's too simple. It's not bringing it back to cars enough in my opinion.

On picking at 'small', I think this one does it heaps better:

Guest's picture

Your link is so average

AnonymousDave's picture
18 pencils

Sometime by heaping too much on top of an idea we end up with a heaping pile that does little more than heaps. Although, sometimes heaping is good for things, like when we heap a big heap on top of something that needs a heap, we end up with a heap that's a whole heap better. So in that regard, you're right, Jaap.

jasonP's picture
222 pencils

There is just one sentence "I have a dream.",
but we don't know how much time they spend to come out with this concept, visual and layout.
This kind of concepts are available only on Volkswagen.
I don't think it would work on some small unknown brands.

CommandZ's picture
2498 pencils

NIce link Jack, love that piece. Here though I think they're going for a homage to the famous 1960's ad that had a very small image of a VW Beetle in the center surrounded by loads of white space. Very self referential direction that may be lost on the consumer but the result would be the same. How could you not look at the message? It's very arresting in that sense just like the original. And I've never seen too simple as a problem. The best work is often very simple.

Anonymous Author's picture
Anonymous Author
1541 pencils

It's smallness is reducing its power to a visual pun.

Write a wise saying and your name will live forever – Anonymous.

Ads.chinaSMACK's picture
271 pencils

Half of Volkswagen employees will utter the phrase, 'we are spending thousands on this?!" and followed by..."i could do that"

not a fan of this.

Advertising @ chinaSMACK

Guest's picture

Rather underwhelming.

Hibon's picture
3734 pencils

The good about this is that using less ink they protect better our planet.

Simple ideas are the best !

velle's picture
1550 pencils


Jotacef's picture
219 pencils

The first VW had a small engine and was very efficient...

lilaloo's picture
120 pencils


S.tefan's picture
117 pencils

Reminds me of the ad of the Volkswagen Beetle

Guest's picture

Not a fan guys. If I had to see this ad in a magazine or as an awards entry it would be a bit of a "so what?"
There's no emotional connection or reaction. And it definitely doesn't make me want to buy the car. Sorry.

vinay pandey's picture
vinay pandey
26 pencils

i lke it,

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