...And Now: The Final AD!

It's all about the Slogan

This week was all about coming up with the right slogans that are going to make out ad a marvellous ad. We did a lot of brainstorm sessions to get to the perfect slogans. In the end these three lines have to make the ad:
- We all like having fun...
- But, what if nature strikes back?
- preserve nature, preserve the fun.

The next thing to do is make the actual ad and choosing the music. We are going to do that with existing footages, because our scenario needs a professional set-up and special location.
So we have to search through youtube for suitable shots that fit into our scenario.
We hope that we can find them a.s.a.p.!
The next post will probably be the real ad, so Stay Tuned!

Meeting

Last Monday the 31st of May we had a tutor meeting. We needed one because we were a little stuck on developing the concept. Our target group is not very much interesting in being sustainable and they don't care much about the environment. This is mostly because they are young and have no children so they don't have to think about the future much either. The idea of the advertisement concept is to show our target group that polluting the environment with a petrol car involves them as well. We try to achieve this by showing that they can't do certain things they like to do in the future if they keep polluting the environment. The most important thing in the lives of our target group is having fun together. We thought a couple of fun things that they couldn't do any more and these are showing in Concept 2 in a kind of humorous way. We choose to develop the skiing part, because we think that one is the strongest. It is challenging one of the important behaviors of our target group: FUN!

We wanted to put a little of humor in but not to much because it still is a serious issue.
Our biggest worries was that this ad became a little negative and negative doesn't sell. What we came up with, is that the ad is kind of divided in three parts;
1. Happily skiing on snow.
2. No snow any more because of global warming due to pollution and skiing is no longer fun.
3. End shot of the car with a slogan.

The negative in nicely balanced and it will not have the overhand of the entire ad. This ad will only succeed with some good working slogans. So that is what we are working on right now and we will give you an update as soon as possible!

Inspirational Material: VW Print Ads

The Old and New Ads

Searching for inspiration and trying to understand how Volkswagen creates adversitements, we have seen lots of print ads of VW from the early 50s till today. Below are some examples, also here we saw that, generally the ads are about an idea. The brand tries to sell the brand image and the story to its customers. In these ads, you can rarely see the car itself and one of the main arguments is the sense of humour.

Old VW ads:

New VW ads:

Inspirational Material: Top Gear

Searching for inspirations, we came up with the wonderful making-ofs of the Volkswagen Scirocco ads in the show, 'Top Gear'.

This show gave us really valuable input about the general ideas about how the advertising design mind of Volkswagen formalizes.

Basicly, the Volkswagen ads are NOT about the car, they are about a story behind the advertisement, they are about the brand philosophy.