A new Volkswagen ad from Germany depicts kids dreaming of their fantasy cars--and they don't include any by VW.
The spot, created by Grabarz & Partners and directed by Sebastian Strasser via Anorak, begins with kids dreaming of fancy sports cars like Porsches and Ferraris, or pink pick-up trucks, as well as iconic vehicles the Delorean from "Back to the Future."
As we see one little boy look longingly at a silver Bugatti emerging from a parking lot, the words on screen tell us: "Hardly any kid dreams of a Volkswagen." As he steps carelessly into the street staring at the car, a VW Golf appears behind him, but thanks to its automatic braking feature, it stops just in time, saving his life. The spot ends with the words "Keep on dreaming, kids," and the stat that there are 45% fewer third party injuries with the Golf's driver assistance features.
Like VW's cinema sponsorship campaign in the U.K., which highlights how its cars are too boring for Hollywood movies thanks to their driver technology, it's a neat way of hammering home the message that the brand is more safe than sexy. (VW also used the same theme in a recent ad from France which extolled the beauty of "nothing" happening.)