Ad of the Day: Volkswagen

Caught in a duel for a parking spot? You'll want to be the guy in the VW Tiguan

Cool new things sometimes don't get the advertising they deserve. A nifty innovation's nifty innovativeness is enough, the thinking often goes—just show the thing in action, and let the viewer feel quietly impressed. Sometimes this is wise, especially if the newfangled thing is complicated or multi-faceted. (Think of the first iPhone spots.) But as DDB Argentina shows in this new Volkswagen Tiguan spot, some new technologies can benefit wonderfully from being part of a fun, inspired and unexpected little story.

The technology here is park assist—the ingenious little space-agey auto feature that somehow enables cars to park themselves. We've seen park assist advertised in plenty of car commercials, usually boringly, as we simply watch the car do its thing. Which is fine, but here, park assist finally gets a nice little narrative around it, featuring a great twist on a familiar advertising trope—the battle over a parking spot.

Even the Roomba had to eventually break down and get more creative with its ads. It's nice to see park assist do the same.

CREDITS:

Client: Volkswagen

Agency: DDB, Argentina

Executive Creative Directors: Hernán Jáuregui, Pablo Batlle

Creative Directors: Fernando Tchechenistky, Lisandro Grandal

Art Director: Agustin Ballerio

Copywriter: Francisco Gigy Traynor

Production: Claudio Migliardo

Account Director: Graciela Combal

Client: Martin Sorrondegui

Client: Manuel Gonzalez Quesnel

Production House: Landia

Director: Luciano Podcaminsky

Creative Assistant: Agustin Carbonere

AD: Lorena Contardo

EP: Claudio Amoedo

Producer: Laureana Ferrucci

Production Manager: Luciano Anz

Art Director: Daniela Podcaminsky

Wardrobe: Ange Partal

DP: Christian Cottet

Postproduction: Che Revolution Post

Editing: Landia

Editor: Diego Panich

Post Sound: La Casa Post Sound