It's a Crime That Volkswagen's 'Mask' Ad Isn't More Frightening | Adweek It's a Crime That Volkswagen's 'Mask' Ad Isn't More Frightening | Adweek
Advertisement

It's a Crime That Volkswagen's 'Mask' Ad Isn't More Frightening Tepid use of a masked man

Deutsch's new "Mask" commercial for Volkswagen's Beetle Convertible is well crafted—fine pacing, solid direction from Noam Murro, interesting photography, the "Trololo" song tossed in for good measure. But that doesn't make it all that compelling. It's getting good reviews, but for me, the setup lacks real suspense. We know from the get-go that the dude in a ski mask grabbing chips and candy at a convenience store—as shoppers cower and the counter guy grows increasingly tense—won't do squat. This isn't a Tarantino movie. It's a car commercial. It's not like all bloody hell is going to break loose, with bullets flying and people dying before "Das Auto" and the VW logo pop on-screen. Even if we're not initially sure what's going on, it feels like a buildup to a twist ending. I won't spoil it for you. Yes, I will. It's winter, and the masked dude and his masked pals are cruising around in a Beetle Convertible with the top down. Come on, dude, pull out a gun and waste your buddies! Tear off that mask and reveal a hideous alien head (or Marco Rubio) underneath! Talk like a Jamaican! Do something! Hold on, let me replay it. Nope. Seems we got robbed. Credits below.

CREDITS
Client: Volkswagen of America
Spot: "Mask"
Client Credits:
Executlive Vice President, Chief Product and Marketing Officer: Tim Mahoney
Vice President, Marketing: Kevin Mayer
General Manager, Marketing Communications: Justin Osborne
Advertising Manager: Jeff Sayen

Deutsch Creative Credits and Titles:
Chief Creative Officer: Mark Hunter
Group Creative Directors: Michael Kadin, Matt Ian
Senior Art Director: Paul Oberlin
Senior Copywriter: Matt Sherman
Director of Integrated Production: Vic Palumbo
Director of Content Production: Victoria Guenier
Executive Integrated Producer: Jim Haight

Production Company:
Biscuit Filmworks
Director: Noam Murro
Executive Producer: Shawn Lacy
Head of Production: Colleen O'Donnell
Line Producer: Jay Veal

Editorial Company:
Spot Welders
Editor: Haines Hall
Assistant Editor: Kai Yu
Executive Producer: David Glean
Producer: J. Patrick McElroy

Post Facility:
The Mill
Color: Adam Scott

Visual Effects Company:
The Mill
Producer: Rachael Trillo
Visual Effects Supervisor: James Allen

Music, Composer:
"Trololo" by Eduard Khil

Sound Designer:
740 Sound Design & Mix
Sound Designers: Rommel Molina, Nicholas Interlandi
Executive Producer: Scott Ganary

Audio Post:
Lime
Mixer: Mark Meyuhas
Assistant: Matt Miller
Producer: Jessica Locke

Shoot Location:
Lake Arrowhead, Calif.

Additional Deutsch Credits:
Chief Executive Officer: Mike Sheldon
Group Account Director: Tom Else
Account Director: Monica Jungbeck
Account Supervisor: Alex Gross
Chief Strategic Officer: Jeffrey Blish
Group Planning Director: Doug Van Praet
Director of Integrated Business Affairs: Abilino Guillermo
Associate Director of Business Affairs: Gabriela Farias
Director or Broadcast Traffic: Carie Bonillo
Broadcast Traffic Manager: Sarah Brennan

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Advertisement

Sign up for AdFreak Newsletters

About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

Click to Subscribe to AdFreak RSS