DDB in London has created a 90-second dream world

DDB in London has created a 90-second dream world of bare-chested, winged guardian angels who follow everyone around, except a woman in a Volkswagen Polo. The spot, shot over six days in Rio de Janeiro, Brazil, introduces the tag, “Polo. Built to protect.” The line replaces the previous “Small but tough.” Frederic Planchon of Academy Films in London directed. The art director was Feargal Ballance, and the copywriter was Dylan Harrison. (The team won the 2004 Grand Prix in Cannes for “Cops,” a Polo poster.) In the new ad, which broke last week, the car appears at the end of the spot as a woman parks and gets out. She is then joined by her guardian angel. “It wasn’t the usual car shot. It was very much a part of the storytelling,” says Ballance. A print ad, currently being shot in South Africa, shows a Polo exiting a garage as the driver’s guardian angel stays behind.