Ad of the Day: Volkswagen

Keyless entry is great, but what this Jetta owner needs is dogless access

All I have to say to the guy in this Volkswagen Jetta spot from Deutsch LA is: Thank God for keyless entry. But wouldn't it be cheaper, and better for your dog, if you got a coathook or something so the little bastard couldn't get at your keys? Or buy him a big car-key-shaped strip of rawhide or something?

This is a very, very funny ad, and was honestly a little bit of a slow burn for your intrepid correspondent, because while I've heard about these keyless-entry automobiles, I've only seen them in action in advertisements such as this one. The guilty look on the dog's adorably ugly face (and kudos to whoever picked the Johnny Cash classic "Dirty Old Egg-Suckin' Dog" for this, since the Man in Black was sort of a bulldog in human form, anyway) is its own motivational poster, and the human actor is quite well cast, too.

Director Noam Murro gives us the characters without spending too much time screaming "Volkswagen!" in our faces, which is exactly right for a comedy spot as brief as this one. Setup. Reaction shot. Brief sequence of reproving/ashamed looks between Master and Hound. Animal hospital, where, one imagines, this poor creature is close to filling up his punch card and getting a free surgery. And honestly, I could watch the guy unlocking the door of his VW with his dog's stomach all day long.

I do have to ask, though, does our hero have just the one car key? And why does his faithful companion want to eat it in the first place? It would take a Great Dane to wolf down my key ring, or possibly a bear, and it would have to be a really determined bear. Does Dude work at a pork processing plant, which makes his every belonging smell like bacon?

Ah, well. The heart has reasons that reason knows not of. Or that's what it says in my Volkswagen manual, at any rate.

CREDITS

Client: Volkswagen

EVP, Chief Product and Marketing Officer: Tim Mahoney

VP, Marketing: Kevin Mayer

GM, Brand Communications: Justin Osborne

Advertising Manager: Jeff Sayen

Agency: Deutsch, Los Angeles

Chief Creative Officer: Mark Hunter

Group Creative Director: Michael Kadin

Group Creative Director: Matt Ian

Associate Creative Director: Brian Friedrich

Associate Creative Director: Mark Peters

Copywriter: Matt Sherman

Art Director: Paul Oberlin

Art Director: Mike Palese

Director of Integrated Production: Vic Palumbo

Director of Broadcast Production: Victoria Guenier

Senior Producer:  Dave Stephenson

Production Company: Biscuit Filmworks

Director: Noam Murro

Managing Director: Shawn Lacy

Executive Producer: Colleen O’Donnell

Line Producer: Jay Veal

Editorial Company: Spotwelders

Editor: Dick Gordon

Assistant Editor: Cudjo Collins

Assistant Editor: Patrick Murphree

Executive Producer: David Glean

Executive Producer: Joanne Ferraro

Producer: Carolina Wallace

Post: Company 3

Colorist:  Stefan Sonnenfeld

VFX/Online: Method

Flame Artist: Pete Mayor

Smoke Artist: Jason Frank

Executive Producer: Robert Owens

Producer:  Stephanie Allis

Licensed Music: “Dirty Old Egg Sucking Dog”

Composer: Jack Clement

Performed by: Johnny Cash

Courtesy of Columbia Nashville by arrangement with Sony Music Entertainment

Sound Design Company: 740 Sound Design & Mix

Sound Designer: Rommel Molina

Executive Producer: Scott Ganary

Audio Post Company: LIME Studios

Mixer: Mark Meyuhas

Assistant Mixer: Matt Miller

Executive Producer: Jessica Locke