|Category||A08. Cars & Automotive Services|
|Product/Service||VW VARIANT |
|Entrant Company:||DDB GUOAN Beijing, CHINA|
|Advertising Agency:||DDB GUOAN Beijing, CHINA|
|Production Company:||TREEHOUSE Beijing, CHINA|
|Greg Bray/Andy Hepburn
||Executive Creative Director
|Andy Hepburn/Mustafa Tan/Rachel Hutchinson/
|Melissa Bell/Li Zhi
This film focuses one key feature of the Volkswagen Variant – space.
The highly original creative treatment shows a semi-naked man getting ready for the journey to work in the morning. As part of his preparations he rubs and slaps his body with a dead fish.
We then see him on the bus, where his unpleasant aroma has created a large space around him. He seems happy with the results of his fish treatment, but, as the end line points out, there’s an easier way to get the space you need.
The comeback shot, naturally, features the spacious Volkswagen Variant parked outside a fish market.
The spot was directed by Greg Bray, and shot in a naturalistic, typically Volkswagen style, maximising the human impact of the story.