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
Comments
I love the fact of having a Car skeleton, but not sure about the idea and execution of the ad.
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?
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.
could be just the real car skeleton, dont need to be a skeleton of bones... i think.
Touareg is very much overpriced in the Middle East :-(
Agreed, having just the steel frame work of the car would have rounded this off nicely, feels too surreal with the skeleton.
:: Choose your words wisely or I'll stab you with a point of view ::
:: Put your ears against the ground so i can walk over what you heard::
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.
Yeah... but people DID DIE...
did you have to make the "skeleton" of the car out of bones? A bit too far.
awesome!!!
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.
PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com
PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com
to childish idea for VW.
I don't understand why you made the skeleton look like a Toureg? It kind of defeats the whole idea?
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
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
uolololouololouolo
uolololouololouolo
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??
+++
"I love everything"
Post new comment