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Posts Tagged ‘Michael Kadin’

Volkswagen Swims with Sharks for a Week


Discovery’s annual Shark Week extravaganza not only confirms that viewers go crazy for underwater creatures that can rip them into a thousand pieces, but that brands will use just about any tangential connection to a popular theme to try and wring out that extra dollar. Take the fat, colorful Tide billboard above the Lincoln Tunnel that I came across yesterday: “We get the blood out, too.” That’s one way to do it.

Volkswagen and Deutsch are going all in as well, bringing cars and sharks a lot closer than they’ve ever been before, a true sharknado of brand association if there ever was one. The VW campaign is loaded on social media, mainly focusing on sharable videos through Instagram and Vine. VW created a Beetle convertible that will be used as an underwater cage hooked up to cameras for the remainder of the week, hoping to conquer a chunk of the digital space floating around with these exclusive videos. Credits after the jump.

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VW Teaches Your Son How to Throw a Baseball

It’s coming up on two years since VW and Deutsch LA’s beloved “The Force” aka “Little Darth” spot captured the hearts of America during Super Bowl XLV. While most agree that “Little Darth” was worthy of the acclaim and awards bestowed upon it, the VW/Duetsch duo has had a difficult time following it up. Last year’s “The Dog Strikes Back” fell well short of its predecessor, and perhaps this is due to an erroneous insight into what the public loved about “Little Darth.”

Yes, the Star Wars tie-in to “Little Darth” was great, but it wasn’t the reason the spot became one of the web’s biggest hits. “The Dog Strikes Back” also had a pretty blatant nod to Star Wars as well, but the spirit of “Little Darth” was lost, and the spot became more of a sequel than a standalone ad. The real reason the public loved “Little Darth” so much was because it was just so damn adorable, and judging by the above new spot for the VW Passat, this insight is now crystal clear.

What we have here is a great (and simple) slice-o-life spot, with an absolutely perfectly timed punchline that will make you giggle and then give a long “awwww.” It’s a bit surprising that VW didn’t hold the spot until this year’s Super Bowl, but I’m quite excited for what Deutsch has planned next. Credits after the jump.

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Volkswagen, Deutsch Race Cars Against Fast-Talkers, Rubik’s Cubes

To prove the speed of VW cars, Deutsch asks people who know the meaning of “fast” to co-star in their latest TV spots. Four YouTube sensations—a Rubik’s Cube wizard, a beatboxer, a speed reader, and a lightning-finger guitarist—accompany Eric Norris (son of Chuck) around a race track, aiming to complete tasks in their various skill sets before the VW cars complete a lap.

Granted, it’s far easier for a car to get around a track than for a vulnerable human to read the Gettysburg address while in said screeching, speeding car. The race might not have been very fair. But, these spots are still fun, and the quickness of the VWs is nothing to scoff at. Also, can we pause for a second to appreciate “speed cuber” Anthony Brooks, who can solve a Rubik’s cube with one hand (above)?! I can’t even look at a Rubik’s cube, knowing that as soon as I touch it I will be met with total frustration and humiliation.

Deutsch did well by choosing Internet-famous individuals with awesome, unusual talents. Their presence gives us the impression that VW cars aren’t just fast, they’re original and inventive, too.

Credits and more spots from the campaign after the jump.

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And Finally, Your ADC Advertising/Integrated Juries

We promise to keep this short, but since you were all clamoring for it, we might as well give you the rundown of the Advertising and Integrated juries for the 91st Annual ADC Awards. You have already received notice that Natalie Lam and 72andSunny’s John Boiler were jury chairs for Interactive and Advertising, respectively, but after the jump, you can check out the full jury roster for the latter category as well as Integrated. We’re sure there are some names you might recognize (Ian & Scott–ok, we’ve now been told that the former of the dynamic duo is not able to participate, Faris, etc.)

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CP+B’s Matt Ian Heads to Deutsch LA

Deutsch LA is adding more creatives to its Volkswagen team as the agency’s announced that it’s hired Matt Ian as EVP/GCD. As a result, Ian is now teaming up with Michael Kadin, a fellow Art Center College of Design alum, to lead creative initiatives on the automaker’s account. Ian arrives from Crispin Porter + Bogusky, where he was a creative director on the Microsoft Windows business.

Prior to CP+B, Ian spent nine years at BBH New York, where he was involved in the creative that helped launched Axe in the U.S. while also serving as writer/director on other accounts including Johnnie Walker and Levi’s. During his career, he also held creative posts at TBWA\Chiat\Day and Ogilvy. Deutsch LA CCO Mark Hunter says of Ian in a statement, “From his outlandish yet brilliant work on Axe, to the deviant blue-blooded Smirnoff Raw Tea sipping homies, he is a real talent who moves the needle for brands. I’m very excited to have him join our team, work with Michael, and take the Volkswagen work to new heights.”

Bill Hader Goes Spelunking in the New VW Jetta

It would seem, from this three-minute long discussion of the new Volkswagen Jetta, that the car has a pretty spacious interior. Sure, it does other things, but that interior? It’s so spacious that comedic actor and Saturday Night Live cast member Bill Hader has to get caving gear to explore it. Of course, if there’s anything we’ve learned from the movies (seriously, watch that clip), we know that a spacious Jetta can fit awesome state-of-the-art street racing components. Thanks, Volkswagen Academy!

Wait, are Volkswagen and Deutsch LA attempting to sell us a vehicle we can use to break the law? Well, with all that room (and with a Hader lost in your backseat), you can easily hide your winnings from street racing in the car’s interior without the fuzz ever finding it. And, if the gentlemen are wondering who the nice lady with the glasses is, her name is Danielle Gumro, and her official title is “Volkswagen Product Specialist.” Credits after the jump.

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