Would you live in a world where teleportation — not the automobile — is the essential form of travel?
For Volkswagen and DDB Paris, the answer appears to be “no,” as you can see in a new, film-like :90 spot promoting the VW Golf GTE and fanning the passions of all the car lovers out there. Helmed by veteran commercial director Noam Murro, or the man who’s most recently been W+K’s go-to guy on ads for TurboTax and Dodge, VW’s “Choice” spot weaves an intriguing tale of familial bonds and technology.
Like Robin discovering Bruce Wayne’s Batcave, our hero embarks on a journey inspired by a letter from his inventor uncle, which leads him and his Golf GTE to his relative’s vast, mysterious inner sanctum. While the innovation he unearths in his uncle’s hidden laboratory may change the world, our protagonist can’t imagine one without his very favorite form of transportation.
(You can take a guess at what that might be.)