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.
Creative: Patrick McClelland / Feargal Ballance
Production Co: Gorgeous Enterprises
Director: Chris Palmer