29 April 2013 - 1:18pm | posted by | 0 comments

Ad of the Day: VW Up - Needle in a Haystack

The young woman in this ad is so tall that she can't find a mate with the same stature, so when her latest potential paramour rolls up in the advertised vehicle she's momentarily dejected. But what's this? The man's a giant. She gets her 'happy ever after' and the public learns that this small car isn't as small as they supposed.

The clever thing about this execution is the way director Chris Palmer has used framing to make a convincing case for the car's surprising capacity. When the tall fella gets out of the car at the end, there's no one stood next to him - so the only point of reference is the vehicle itself. Had he merely towered over the car then it might have defeated the entire purpose of the ad, as the audience could have been left thinking that it's seriously tiny. Instead, the man's head moves out of shot at the top of the frame and the viewer is left with an impression of his unusual height. Smart stuff.

Agency: adam&eveDDB
Creative: Patrick McClelland / Feargal Ballance
Production Co: Gorgeous Enterprises
Director: Chris Palmer

Don't miss out... Get your Advertising news by email

See all specialist newsletters

6 related companies from Profile Hub:

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Case Study | RLH

01/09/2014
Chris Ross, MD of full-service B2B advertising agency RLH,...

Brand new logo design for The Scottish Graduate School for Arts and Humanities

29/08/2014
The Scottish Graduate School for Arts and Humanities (SGSAH...

DrupalCon 2014

27/08/2014
We were selected by the Drupal Association through a...

New Forest National Park - Young David Attenborough discovers the Tech Creche

21/08/2014
Research conducted by the New Forest National Park...

Social Media Training

18/08/2014
We love to share what we know and what we've learned about...