Volkswagen TDI: Escalator

Feel driven by the road.

Advertising Agency: Kaffeine, Kiev, Ukraine
Creative Directors: Anze Jereb, Dima Tsapko
Art Directors: Roman Davydyuk, Dima Tsapko
Copywriters: Nadya Skrynnyk, Lilia Burkova
Designer: Roman Davydyuk
Published: May 2011


HappyHour's picture
2385 pencils

Nice visual but the strategy seems a bit odd. I want to drive the car, not be driven.

dsklan's picture
1927 pencils

good point

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Exactly my first reaction as well.

Not that I have a car though...

ZaboZaboZabo's picture
595 pencils

I translate: Driving a VW is very boring.

Wordnerd's picture
6660 pencils

an veeeery slow

ace85le's picture
3939 pencils

Gives me the feeling that it's gonna be as slow as an escalator. Gonna take forever to reach the top. Liked the execution though.


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rurorjuror's picture
745 pencils

The thing is that the road moves along with the car, which is moving, too. Good illustration for this -- running on the escalator. Two good points -- (1) you save your energy (fuel) by not traveling all the way up and (2) you've got more power by adding your power(speed) and escalator's. Both of these advantages describe the principle of Turbo Diesel Injection (TDI) by Volkswagen.

Wordnerd's picture
6660 pencils

well, you know that cause you got the brief.
no offence, but to expect people will get this from this ad is nothing but wishful thinking

HappyHour's picture
2385 pencils


thedesignaddict's picture
5415 pencils

Awkward headline, overly abstract concept and execution.

bhuvneshwar.chd's picture
991 pencils

good one

"If you are irritated by every rub, how will you be polished?"
— Rumi

tirthomitro's picture
2764 pencils

pretty forced.
creative for the sake of it.

they showed me a picture & i laughed
dignity has never been photographed

ofband's picture
81 pencils

The road have to be really fast : D oups sorry, TDI is not so fast so it works :D

You can do it !

shahidali's picture
4069 pencils

For me, the escalator does give me the feeling of smooth and slow ride but the copy is not in alignment.


niniasufle's picture
407 pencils

escalator can't be smooth... for me is not smooth at all
nice visuals though

dilir's picture
31 pencils

I translate: driving VW is dreamy. Interesting how decoding varies from person to person!

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