Deutsch L.A. Wants You to ‘Unleash Your Rrr’ for Volkswagen

By Erik Oster 

Deutsch L.A. launched an unusual campaign for Volkswagen, calling on viewers to “Unleash Your Rrr” in an AI-fueled campaign built around Deep Learning, a subset of Machine Learning artificial intelligence which “analyzes each unique vocal pitch to create customized film of Golf R driving in sync with the sound of the user’s voice.”

“The King of Sound Effects” Michael Winslow demonstrates the technology in a 40-second online video. He appears to be responding to the footage of professional racecar and stunt driver Tanner Foust driving the Golf R, but really it’s the other way around, with the footage chosen to correspond to the sound effects. The Deep Learning technology works by analyzing users’ vocal pitch and choosing matching footage from hundreds of clips. You might not have the vocal chops of Winslow, but you can give it a try for yourself over at It’s certainly one of the stranger, and attention-grabbing stunts we’ve seen for an automotive brand recently, although we’re not sure it will make anyone run to the car dealership.


Agency: Deutsch LA
Chief Creative Officer, North America: Pete Favat
Chief Digital Officer, North America: Winston Binch
Executive Creative Director, Digital: Jerome Austria
Executive Creative Director: Todd Riddle
Executive Creative Director, Platforms: Tara Greer
Group Creative Director: Heath Pochucha
Creative Director: Andrew Hsu
Creative Director: Daniel Barak
Senior Interactive Creative: Karan Dang
Senior Art Director: Neph Trejo
Senior Art Director, Social: Rocio Alvarado
Senior Copywriter, Social: Marijke van Niekerk
Copywriter: Eddie Babian
Copywriter: Shiran Teitelbaum
Art Director: Alice Blastorah
Designer: Erica Park
Experience Design Lead: Paolo Benvenuto
Executive Director, Digital Pam Scheideler
Executive Integrated Producer, Digital: Nick Ngai
Digital Producer: Jenny Court
Executive Creative Technology Director: Marc Gowland
Executive Creative Technology Director: Josh Hirsch
Creative Technology Director: Martin Legowiecki
Associate Technology Director: Jeremy Bunting
Associate Technology Director: Mike Dyer
AI Engineer: Sabri Sansoy
Senior Creative Developer: Hassan Elzein
Senior Creative Developer: Jesse Pinuelas
Quality Assurance Manager: Chris Suchy
Quality Assurance Tester: Tito Goldstein
SVP, Director of Digital Analytics: Sailesh Patel
Data Strategy Analyst :Brad Nogle
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Erik Press
Executive Producer, Video and Motion Design: Ted Markovic
Senior Integrated Producer: Eric Kaufman
Integrated Producer: Win Bates
Associate Integrated Producer: Eric Kunau
Music Director: Dave Rocco

Account Management Credits:
Group Account Director: Tom Else
Group Account Director: Monica Jungbeck
Account Director: Alex Gross
Account Supervisor: Erin Shanahan
Account Executive: Ashley Su
Assistant Account Executive: Sheila Ashouripour

Account Planning:
Chief Strategic Officer: Colin Drummond
Director of Digital Strategy: Zach Gallagher
Group Planning Director: Susie Lyons
Senior Digital Strategist: Brendon Volpe
Senior Account Planner: Armando Potter

Director of Product Information Jason Clark
Product Information Supervisor Eddie Chae

Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Group Director, Integrated Business Affairs: Gabriela Farias
Associate Business Affairs Manager: Jade McAdams

Live Action Production Company: Steelhead
Director: Eric Kaufmann
Executive Producer: Ted Markovic
Line Producer: Eric Kunau

Editorial Company: Steelhead
Editor: Ian Paxton
Assistant: Tony Bernard
Executive Producer: Ted Markovic

Post Facility: Big Block Entertainment Group
President: Scott Benson
Producer: Pete King
Senior Colorist:  Brandon Chavez

Licensed/Composed Music, Credits and Track Info:
Track: “Snake Juice”
Composer: Sanford Livingston
Track: “Contact”

Composer: Nico Mansy

Executive Producer, Partner: Shelley Altman
ECD, Partner: Stephan Altman
Managing Partner: Adam Harriman

Audio Post Company: Steelhead
Executive Producer: Ted Markovic
Mixer: Chase Butters