There are two types of people in this world: those who like to "rough it," and those who don't. Well, who says you can't do both?
DDB Sydney's new Volkswagen Tiguan spot, "Cross Country," has very little to say in the way of dialogue—hell, it hardly says anything at all. But it speaks volumes. The ad doesn't show the outdoorsy Tiguan crossover attempting any ridiculous tasks, like climbing mountains or crossing rivers. It doesn't boast about how powerful it is. You don't get much info on the car at all.
Yet, creative directors Steve Wakelam and Nick Pringle, the same creative duo who produced the VW "Sleeper" spot in July, manage to tell a story while getting a nice, subtle message across. Which is: Once you drive the Tiguan, you develop a taste for the finer things in life—and you might cut some corners when it comes to slumming it.
The spot, set to a humorously posh musical selection, tells the story of a curious young couple living a quality, upbeat and free lifestyle, although evidently on a budget. They enjoy the little things together even if involves "stealing" the complementary breakfast, rushing out of their hotel, being held up by a herd of crossing cow, hurdling barbed wire and running through the woods together. Not to spoil the ending, but these two are certainly caught between the lap of luxury and the rugged outdoors?
"The new Tiguan. Quality you could get used to," says the onscreen copy at the end.
Roughing it without really roughing it—crossover people who are perfect for this crossover vehicle.
Agency: DDB, Sydney, Australia
Client: Volkswagen Tiguan
Executive Creative Director: Dylan Harrison
Creative Director: Steve Wakelam
Creative Director: Nick Pringle
Creative: Malcolm Caldwell
Creative: Ian Broekhuizen
Creative: Steve Wakelam
Creative: Nick Pringle
Creative: Nils Eberhardt
Creative: Steve May
Creative: Jim Curtis
Creative: Ryan Fitzgerald
Managing Partner: Nicole Taylor
Planning: Nick Andrews
Senior TV Producer: Victoria Bennett
Digital Producer: Rob Pignone
Digital Production: Per Thoresson
Digital Production: Ramon Rodriguez
Project Director: Ben Elvy
Print Producer: John Wood
Art Buyer: Leesa Murray
Director: Sean Meehan
Executive Producer: Sam McGarry
Production House: Soma Films
Editor: Drew Thompson
Music: Elliott Wheeler
Sound Design: Simon Kane @ Song Zu
Photographer: Nick Meek