You Will Embarrass Yourself Interacting With VW's Latest Digital Campaign
The More Ridiculous You Sound, the More Fun You'll Have
Editor's Pick
We've seen campaigns that allow you to drive cars virtually before, but in this latest effort for Volkswagen out of Deutsch L.A., you get to control a virtual Golf R with the sound of your voice. "Unleash Your Rrrr" includes a pair of ads starring actor Michael Winslow (aka "Man of 10,000 Sound Effects") and stunt driver Tanner Foust (the "Fast and the Furious" franchise), who each demo the online experience by making revving, screeching and driving noises with their own vocal chords.
The campaign leverages "Deep Learning" artificial intelligence, which analyzes vocal pitches to let users create a customized film of a Golf R that drives, drifts and brakes in concert with their voice. Of course, users will have to pull a Michael Winslow and amp up the sound effects in order to get the best outcome -- a video that shows both the car and the user in "high performance mode." Watch Deutsch's Winston Binch making his silly car noises here. For those trying it out at the office, it should make for an embarrassing experience right up there with being caught viewing something NSFW, or online shopping.
"The idea behind the Golf R 'Unleash Your Rrrr' was simple -- imagination," said Vinay Shahani, Volkswagen of America's VP-marketing, in a statement. "As children, we've all played with toy cars, and the power of our imaginations allowed us to turn rugs into expressways and wooden floors into slick racetracks. Our voice would act as the engine. Fast forward to today where we now have the power of technology to enhance our imagination, and to visualize the power of our voice."
Credits
- Date
- Jul 13, 2015
- Brand :
- Volkswagen
- Client :
- Volkswagen
- Agency :
- Deutsch-Los Angeles
- President, Chief Executive Offier :
- Michael Horn
- Vice President, Marketing :
- Vinay Shahani
- General Manager, Marketing Communications :
- Jennifer Clayton
- General Manager, Digital Marketing :
- Mike Awdish
- Advertising Manager :
- Jeff Sayen
- Advertising Senior Specialist :
- Tammy Nguyen
- Digital Platforms Specialist :
- Danforth Hoover
- Chief Creative Officer :
- Pete Favat
- Chief Digital Officer :
- Winston Binch
- Digital Executive Creative Director :
- Jerome Austria
- Executive Creative Director :
- Todd Riddle
- Executive Creative Director :
- Tara Greer
- Group Creative Director :
- Heath Pochucha
- Creative Director :
- Andrew Hsu
- Creative Director :
- Daniel Barak
- Senior Interactive Creative :
- Karan Dang
- Senior Art Director :
- Neph Trejo
- Senior Art Director, Social Media :
- Rocio Alvarado
- Copywriter :
- Eddie Babian
- Copywriter :
- Shiran Teitelbaum
- Art Director :
- Alice Blastorah
- Designer :
- Erica Park
- Experience Design Lead :
- Paola Bevenuto
- Executive Digital Director :
- Pam Scheideler
- Executive Integrated Producer :
- Nick Ngai
- Digital Producer :
- Jenny Court
- Executive Creative Technology Director :
- Marc Gowland
- Executive Creative Technical Director :
- Josh Hirsch
- Creative Technology Director :
- Martin Legowiecki
- Associate Technology Director :
- Jeremey Bunting
- Associate Technology Director :
- Mike Dyer
- AI Engineer :
- Sabri Sansoy
- Senior Developer :
- Hassan Elzein
- Senior Developer :
- Jesse Pinuelas
- Quality Assurance Manager :
- Chris Suchy
- Quality Assurance Tester :
- Tito Goldstein
- Senior Vice President, Director, Digital Analytics :
- Sailesh Patel
- Data Strategy Analyst :
- Brad Nogle
- Director, Integrated Production :
- Vic Palumbo
- Executive Integrated Producer :
- Erik Press
- Executive Producer, Video and Motion Design :
- Ted Markovic
- Senior Integrated Producer :
- Eric Kaufman
- Integrated Producer :
- Win Bates
- Associate Integrated Producer :
- Eric Kunau
- Music Director :
- Dave Rocco
- Group Account Director :
- Tom Else
- Group Account Director :
- Monica Jungbeck
- Account Director :
- Alex Gross
- Account Supervisor :
- Eric Shanahan
- Account Executive :
- Ashley Su
- Assitant Account Executive :
- Shelia Ashouripour
- Chief Strategic Officer :
- Colin Drummond
- Director, Digital Strategy :
- Zach Gallagher
- Group Planning Director :
- Susie Lyons
- Senior Digital Strategist :
- Brendon Volpe
- Senior Account Planner :
- Armando Potter
- Director, Product Information :
- Jason Clark
- Product Information Supervisor :
- Eddie Chae
- Director, Integrated Business Affairs :
- Abilino Guillermo
- Group Director, Integrated Business Affairs :
- Gabriela Farias
- Associate Business Affairs Manager :
- Jade McAdams
- Director :
- Eric Kaufmann
- Live Action Production Company :
- Steelhead
- Executive Producer :
- Ted Markovic
- Line Producer :
- Eric Kunau
- Editorial Company :
- Steelhead
- Editor :
- Ian Paxton
- Senior Copywriter, Social :
- Marijke van Niekerk
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