VW Passat ad, agency: DDB, director: Noam Murro, production company: Biscuit Filmworks
As our regular contributor, Gordon Comstock, points out on his blog, this new ad for VW Passat from DDB is very strange indeed….
The ad sees a recently redundant man skipping around a recession-devastated town to the tune of Morecombe & Wise’s Feeling Positive, before getting into his VW Passat and driving into a tunnel. At this point we’re with Comstock who comments: “I’m having to fight off the implication in the final frame that he’s going to drive full pelt into the front of an oncoming lorry. Because isn’t that glowing light at the end of the tunnel a film convention for death generally?”
As Comstock will expand on in his column in the August issue of CR, VW’s classic advertising has always been based in irony, yet presumably this ad isn’t being ironic – it would be a brave client indeed that would want to potentially associate its brand with death. So what is going on in it?