Ad of the Day: Volkswagen

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. CREDITS: 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 Retouching: Layer1 Media: Mediacom

Brand Marketing

Ad of the Day: Volkswagen

DDB Sydney delivers another quirky winner with its great-outdoors spot for the Tiguan crossover

John Tejada

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John Tejada