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| Mindful filmmaking | |
| by Melissa Roberts | |
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Karien Cherry directs this sweet ad for the new VW Tiguan. As its hero drives through regular city streets, some unusual yet charming elements begin to appear amongst the concreted landscape. The premise is that though our minds should be on the road while driving, they naturally wander. But thankfully, customer safety is always on the minds of the VW engineers. Amidst the standard city scenes, a man is out walking his colourful balloon dogs, and an ice cream truck piñata goes past before a building transforms into a giant friendly robot. It all makes sense when it’s revealed the hero’s destination is the birthday party of a little girl, who is excitedly dressed up as a robot. While car ads often roar with a more high-octane approach, this spot’s calm demeanour feels decidedly less car ad-y, but is in no way less effective. Every detail is well-considered and brought alive by some lovely VFX work by Chocolate Tribe. It’s the thinking person’s car commercial.
Product Category: Cars
Territory: South Africa
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