Why the new VW Arteon commercial is TV advertising at its very best

The new VW Arteon tv ad is brilliant.

Why is it brilliant? Because the creative team involved have clearly been given an incredibly boring brief (by the client/planners/suits) that said “Sell this car on how beautiful it is”. But have shown us all that, if you know what you’re doing, even the blandest of briefs can generate great work.

Most creative teams would have written an ad that showed the car in a variety of cool locations with people drooling over it as it whizzes by. It would be driven by smug man with beard, or cool girl with attitude. (There are no other people in the world according to most agency folk these days. Apart , perhaps, from the idiotic but loveable football supporter who appears in every beer/betting or pizza ad.)

The ad would feature trendy music, trendy editing, and probably some ridiculously contrived storyline crammed into 30 seconds. Ideally with a lame ‘joke’ after the logo and endline supers.

But the VW team did it properly.

They took the brief and said “How can we make this incredibly boring proposition come to life? How can we really dramatise the fact that we think it’s a good-looking vehicle? How can we make this duller than dull proposition be exciting and different? How can we make an ad that stands out and is genuinely memorable?”

What they did is show the car. In a regular, dark, car studio. Not even moving. No cool locations.

And then they have a blind man tell us why it’s beautiful.

Pete Eckert is, we’re told, a blind photographer. (Which is interesting in itself, in any context.)

Think about how off the wall that is.

It’s an ad about the visual appeal of a product. With its story told by a blind person.

Totally intriguing, totally different, totally brilliant.

What a shame that the car has such a terrible, terrible name: Arteon? Hardly Golf or Polo or Fox or Up is it?

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