Volkswagen of America, Havas' Arnold Worldwide, Boston

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A fresh execution in Volkswagen's "Drivers Wanted" corporate campaign recounts the excitement of a car trip to the beach through a child's eyes. This simple, yet provocative ad from Arnold Worldwide strikes a perfect chord, especially at a time when more Americans are traveling domestically. Sunshine pours in a half-opened, backseat window. We see a child's hand pressed to the window, offering a river view from a bridge. Copy sparks the senses: "...Where sea air carries the scent of roses on its back. Song sparrows herald our return." The closer drives home the feel-good message: "Six hours is a world away from home."

Chief creative officer: Ron Lawner

Group creative director: Alan Pafenbach

Art director: Adele Ellis

Copywriter: Joe Fallon

Producers: John Gray, Karen Bronnenkant


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