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
Newspaper Association of America, "Neil French"/Interpublic Group of Cos.' Martin Agency, Richmond, Va.
Porsche Cars North America, "Art Not Imitating Anything"/ Interpublic's Carmichael Lynch, Minneapolis
The Wall Street Journal, Wall Street Journal parodies/ Omnicom Group's Goodby, Silverstein & Partners, San Francisco