Volkswagen: Skeleton

Winners of Dakar 2009. The toughest race on Earth.

Advertising Agency: Ogilvy Cape Town, South Africa
Executive Creative Director: Chris Gotz
Creative Director: Gordon Ray
Creative Group Head / Art Director: Gareth McPehrson
Associate Creative Director / Copywriter: Jacques Massardo
Art Director: Matthew Pullen
Copywriter: Craig Ross
Illustrator: Amicollective
Published: January 2009

18 comments

Guest's picture
Guest

I love the fact of having a Car skeleton, but not sure about the idea and execution of the ad.

JamaisVu's picture
JamaisVu
408 pencils

Very nice idea. But the skeleton looks like that of a Touareg, which is confusing. Isn't the idea that Touareg is the only one capable of finishing the race?

Guest's picture
Guest

i love this idea, though it could have been stronger. And i agree, the skeleton does look like a Touareg, they could have used a motorbike like an XT, just to emphesize the point.

sold's picture
sold
3219 pencils

could be just the real car skeleton, dont need to be a skeleton of bones... i think.

Guest's picture
Guest

Touareg is very much overpriced in the Middle East :-(

iT-iS-i's picture
iT-iS-i
1721 pencils

Agreed, having just the steel frame work of the car would have rounded this off nicely, feels too surreal with the skeleton.

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Guest's picture
Guest

Been done before. Having a car in an ad is so last year. Ra har! Well done craig and matt- looks awesome and the idea is amazing.
Even though I had the same idea in first year. No i didn't.
You know who....oooh.

Guest's picture
Guest

Yeah... but people DID DIE...

Guest's picture
Guest

did you have to make the "skeleton" of the car out of bones? A bit too far.

Guest's picture
Guest

awesome!!!

theanc's picture
theanc
2780 pencils

I think the idea is to make it look like the skeletons of animals which are very common in those trails. I liked the way it is.

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picopalqlea's picture
picopalqlea
999 pencils

to childish idea for VW.

Guest's picture
Guest

I don't understand why you made the skeleton look like a Toureg? It kind of defeats the whole idea?

Guest's picture
Guest

All the cars in the Dakar look very similar (i.e the Mitsubishi Lancer etc), most have a fastback appearance to be competitive with each other aerodynamically. If you look at the lines of the Touareg (especially the lights) the Touareg is completely different. I don't think it defeats the idea at all, as the target audience, who is interested in the race would understand the similarity of the cars and the differences between them. I also don't think the ad would have been made if there was a logic floor? Awesome ad. Well done guys

Guest's picture
Guest

All the cars in the Dakar look very similar (i.e the Mitsubishi Lancer etc), most have a fastback appearance to be competitive with each other aerodynamically. If you look at the lines of the Touareg (especially the lights) the Touareg is completely different. I don't think it defeats the idea at all, as the target audience, who is interested in the race would understand the similarity of the cars and the differences between them. I also don't think the ad would have been made if there was a logic floor? Awesome ad. Well done guys

Guest's picture
Guest

uolololouololouolo

Guest's picture
Guest

uolololouololouolo

sirvan's picture
sirvan
29870 pencils

yeah, the "car skeleton" is a great idea... but it doesn't get to that "next level" it needs to. And it could have. A better line? Something? ...achem, creative director??

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