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Posts Tagged ‘Matt Syberg-Olsen’

Red Urban, Volkswagen Tell the Story of a Still-Running 1955 Beetle

When they stumbled upon archival pictures of a man and his 1955 Beetle, Volkswagen Canada and Toronto-based agency Red Urban realized they had a story to tell. As it turns out, that story is pretty amazing. They tracked down the man in the photo, Paul Loofs, who has driven the car around the world three times. Amazingly enough, that car is still running.

So Volkswagen Canada and Red Urban teamed up with Academy-nominated director Hubert Davis to tell his story in an (approximately) 30-minute documentary film. That documentary, Once More, The Story of VIN 903847, premiered on Discovery Channel and Bravo in January and is featured above (not a bad way to spend a lunch break). It tells the story of Loof’s unlikely, low-budget solo treks around the globe, which included many obstacles and unexpected, fortuitous events. Loofs eventually sold the car back to Volkswagen for use in an advertising campaign. A man named Emmanuel Thuillier bought the car and tracked down Loofs on the Internet, then surprised him by reuniting him with the vehicle for the first time since 1967.

“We feel that it really speaks to our fans, not only reinforcing the emotional connection so many people have to the brand, but celebrating the truly remarkable stories that so many of our owners have. It is not so much about a single car, although this Beetle is remarkable, it is more about how one car connects so many different people and their experiences, proving itself as The People’s Car,” said Volkswagen Brand Marketing manager, Lynne Piette. The documentary will continue to air on Discovery Channel and Bravo until February, with the following showtimes:

Bravo
Saturday February 22nd at 1PM
Discovery
Sunday February 16th at 8:30AM
Sunday February 23rd at 6:30AM
Friday February 27th at 6:30PM
Mediabistro Course

Here Are All the Black People

Here Are All the Black PeopleOn September 24, land your dream job in advertising and design at the premier multicultural career fair taking place at the Metropolitan Pavilion in NYC. Workshop your portfolio, attend mentoring sessions, learn from industry leaders, network with your peers, and most importantly, launch your career. Register now!

To Fight Animal Cancer, Dogs and Cats Sing, Dance, and Even Rap

Yes, that’s right, a dog raps in the two-minute “We Could Be Heroes” music video meant to raise awareness and money for animal cancer. The video for Pet Trust comes from Toronto-based Red Urban and appears to be a sort of “We Are the World” spin-off with dogs and cats. The opening over-the-should shot of a paw pressing against a keyboard tells you all you need to know. If you love animals, you’ll probably find this cute. If you don’t, you’ll probably find this cringingly corny.

Regardless of your position, I’m sure we all want to find a cure for animal cancer, so this campaign can always block any creative criticisms behind a shield of philanthropy. But even though the animal-personified-as-human motif  lacks substance, it’s hard to navigate this kind of project without resorting to Sarah McLachlan territory. And by comparison, Red Urban took a more positive approach that doesn’t make you want to immediately change the channel or start weeping. Points for that, and credits after the jump.

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The New VW Beetle Gets Extreme, Augmented

It’s hard to believe that it’s been over 13 years since we were introduced to VW’s “New Beetle,” aka the vehicle that saved Volkswagen from years of declining sales. Boosted by a worldwide ad blitz that featured work from, among others, the agency that introduced the original Beetle 30 years prior (DDB), the “New Beetle” continued on its predecessor’s legacy of being a vehicle that found great success as a direct result of focused, innovative marketing.

The new challenge for VW’s numerous agencies around the world is re-introducing a Beetle with a new, “aggressive” look. As we can see in the above spot, the 2012 Beetle comes with a spoiler and a leather racing-style interior, an attempt at making it more appealing to testosterone-riddled men who wince whenever they see a bright yellow Beetle with a vanity plate that reads “MI BUG” in the next lane over. For Omincom-owned Red Urban Canada, this meant marrying new technology with high-flying stunts in a campaign called “Juiced Up.”

Of course, an augmented reality campaign in an outdoor space needs an environment where people aren’t risking being knifed to death and robbed every time they whip out their iPads in public. So, good thing Red Urban had friendly urban environments like Toronto’s Dundas Square and various places in Montreal and Vancouver to make their “Juiced Up” happen. With a campaign of this magnitude happening up north, something that no doubt has agency creatives across the globe scrambling to come up with the next great augmented reality campaign, it’s going to be interesting to see if Deutsch can match Red Urban for the Beetle’s U.S. launch (after all, the “Black Beetle” teaser from the Super Bowl can’t be everything, right?). Until then, this will be the campaign that everyone will be talking about–well, that and the Jetta “Art Heist” work. Credits after the jump.

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