Volkswagen: Tracking

Advertising Agency: ALMAPBBDO, Sao Paulo, Brazil
Executive Creative Director: Marcello Serpa
Creative Directors: Tales Bahu, Rodrigo Almeida
Copywriter: Cesar Herszkowicz
Art Director: Gustavo Victorino
Photographer: StockPhotos
Typographer: Jose Roberto Bezerra
Account Supervisor: Fernao Cosi
Advertiser's Supervisor: Herlander Zola

June 2008


Kateter's picture
2029 pencils

one of cannes crappier winners. totally useless in real life.

sumsum's picture
615 pencils

the line is weak. better: 27:13 and then put the message in the small box.

iRIO's picture
224 pencils

Por favor, explane me what is the idia. I see nothing but mess!
...Oh! Now it's OK, I've got it!

brc912's picture
105 pencils

Unless this is a HUGE poster, you would never be able to see what it is. It would have helped to have fewer images so that they were larger and you know what you are looking at. Also, I would have used images of a bunch of different locations instead of just random pictures of what seems to be nothing. I think that would give the concept a little better footing than it has right now.

XTG's picture
1355 pencils

i like it; amongst all the mess and confusion you can find the Golf, meaning that the tracking system actually works, even in this mess.

jmscarane's picture
48 pencils

I am assuming tracking is something that finds the car if it's stolen?

I feel like this could have been smarter. Maybe a more realistic situation? I think apply the concept like this is kind of boring.

Zemane's picture
284 pencils

How many students it takes to turn a site like this into crap?
Shut up!
Grow up!
Beautiful work by Almap.
I thik this one is better than all the other lions Almap won this year in Cannes.

"Talent is luck. The important thing in life is courage."

theanc's picture
2783 pencils

I agree. Way better than that one that won gold.


jmscarane's picture
48 pencils

Having an opinion different than yours automatically qualifies me as a "student" who needs to "grow up"? Wow. It must be very difficult for you to make it through each day having to deal with all of the "children" around who don't share your views. Growing up is the worst advice I've ever received from anyone.

As my comment said, I'm not aware of what "tracking" is, because I've never heard a service/device/whatever called that in America. It would have been easier had I gotten that from the ad without having to look it up.

Chill out.

ChuckNorris's picture
834 pencils

I think you meant to say USA, as Brazil is in the Americas also.

I think the name tracking pretty much explains the product, doesn't it?

It's a device that tracks the car.

It's a pretty common feature for people that live in Rio or São Paulo, where the crime rate is going through the roof.

jmscarane's picture
48 pencils

Geez, everyone sure is looking to pick fights.

Well, I didn't say Americas. I said America, singular. As far as I know, no one in Brazil refers to their country as America.

I wasn't ripping the ad apart by any means. I still stand by my position that it could have been smarter. The line leaves something to be desired.

ChuckNorris's picture
834 pencils

Not trying to pick fights at all.

I just hate the way Americans say "America".

When I lived in the US a while ago people use to say stuff like: You are in America now.

As if I had ever left the American continent.


whitespace's picture
1953 pencils

1- Chuck Norris doesn't pick fights.
2- It's not a fight when he is sure to win.
3- He always wins.

Dr. Dedo Verde's picture
Dr. Dedo Verde
24 pencils

Cammbada de zé-ruelas. O trampo é bacana.
Situação realista? Por isso que vocês só comentam as peças, em vez de publicar alguma coisa.
Vão trabalhar, invejosos.

Dr. Dedo

Tincho's picture
1093 pencils

Hahaha, this is really cool stuff!!

Heaters should zoom in, take a better look and shut up.

StuartLittle's picture
468 pencils

Ivan its a Low resolution ad, or am i missing something?

ivan's picture

Any higher would take forever to load. :)

purplerodent's picture
123 pencils

Mindhunter: why the f should i struggle to get an ad. wtf this crap


ChuckNorris's picture
834 pencils

You really struggle to get this?

whitespace's picture
1953 pencils

this is good. (why the heck did they have to repeat some of the pics though)

i think it would be really effective when placed beside a carpark map

1838 pencils

This is crap. It isn't a clear message and I can't see it being effective in the slightest. An utter poopfest. And someone said this won at Cannes? Hmmm that's telling.

We're going to need more lube.

fen1x's picture
471 pencils

I like it but they should create car image from this pictures(something like faces from pictures ect) will be better.

andré ™'s picture
andré ™
144 pencils

It's a fine ad, even though a tracking system device is a waste of time, they will stole the car anyways.

But, come on it makes the insurance car from the model Golf goes down significantly, because VW cars are most wanted car to be stolen, good engines every single part works in all most VW cars.

So, it's actually a benefit for lowing the cost of the insurance, not a very enthusiastic one.

purplerodent's picture
123 pencils

Mindhunter: please someone explaing this ad..please for crying out loud


ChuckNorris's picture
834 pencils

It's for a car with a tracking device.

If someone steals it, you can see where it is and get it back.

So the ad just shows how the device works. It finds the car amongst all the other things you see in a city.

mansoor khan's picture
mansoor khan
35 pencils

a little confusing

Frits Harkema's picture
Frits Harkema
713 pencils

Volkswagen & Brasil = Lion. Everybody knows that, do not act so surprised.

1838 pencils

That's all it takes? Why doesn't everyone just boycott it if it's such a farce?

We're going to need more lube.

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