Ad of the Day: VW touts tech in charming ad starring opportunistic dry cleaners
The film is set in dry-cleaning store, where the nosey owners take advantage of the unfolding drama across the street.
Car manufacturer Volkswagen is touting its Park Assist Pro feature in this fun ad that sees a couple of business owners observe what’s going on outside their shop. In the ad, various drivers portray the everyday struggle of entering narrowly parked cars, which results in many ruined items of clothing.
The final scene ends with a suave-looking Volkswagen Touareg driver who effortlessly picks his phone from his pocket, uses the app to navigate his vehicle out of the tight spot and leaves the couple looking on baffled from the window.
"Seeing the park-assist pro feature through the unusual point-of-view of our two charming dry-cleaning owners and presenting it as an effortless, everyday problem-solver, creates the fun, lighthearted tone, that perfectly sets the stage for the new Touareg,” said the director Kay Kienzler.
“For me as a director, the combination of a great cast, a strong cinematic story and a catchy, surprising twist that all comes from an excellent creative idea makes this a nice addition to the long heritage of funny and entertaining Volkswagen spots.”
Chief creative officer: Tim Wettstein
Executive creative direction: Thomas Koch & Sascha Dudic
Creative direction: Heitor Buchalla
Strategy: Carsten Schneider, Kristina Kupper, Simon Preß
Art director: Heitor Buchalla
Business director: Sarah Bensel
Account management: Anne Mahncke & Gil Voigt de Oliveira
Production company: Film Deluxe Director: Kay Kienzler
DoP: Roman Müllegger
Executive producer: Gernot Jurisch-Navarro
Head of post: Matthew Gyngell
Editor: Silas Baisch
Color grading: Stefan King
Service production: Groundglass Cape Town
Music: Johannes Repka
Sound design: Schwarm Audio Netzwerk
Director brand strategy and customer insights brand VW: Dr. Gilbert Heise
Head of marketing content ICE department VW: Dr. Patricia Yazigi and Christine Vetterkind
Marketing content ICE: Christine Karnagel, Torne Krüger and Maren Maznain