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Arnold, VW Break Out of the Box

Published on .



VW: The alternative to square.
After juxtaposing the closed spaces of modern life to the freedom of a Volkswagen in "Bubble" -- the cinematic launch spot for the Beetle convertible -- Arnold Worldwide again turns to showing us what the Beetle is not. In a new copy-free spot from Anonymous Content director Malcolm Venville, we see a video slide show of somber "Squares" -- clocks and sponges and electrical outlets and pieces of toast -- followed by a brief shot of the decidely un-square Beetle. It's a sharp, simple idea, made slightly haunting by an eerie score from techno-cowboy J. Ralph, who previously provided the music for VW's wedding epic "Big Day".
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