Volkswagen is emphasizing how much it "values life" in a new film from Brazil that depicts the role of its cars throughout a woman's lifetime, culminating in its driver technology saving her life.
The spot begins with the protagonist's birth in her parents' VW camper van. It goes on to show her as a child, in her parents' VW car, then later on she meets a man and apparently conceives her own child in a VW too (what is it with this family and cars?).
Then one day, exhausted from her job as a pediatric doctor, she falls asleep at the wheel of her VW T-Cross SUV. Scenes from her life poignantly flash before us as another car comes head-on towards her. Luckily, its driver fatigue detection system wakes her up just in time to prevent a serious accident. The ad ends with the words: "“Born in a Volkswagen; reborn in a Volkswagen."
According to VW, feeling tired and drowsy is the reason why nearly 20% of traffic accidents in Brazil happen today. The brand wants to promote the fact that its fatigue detection system is present in all the latest models.
Leandro HBL at Bando Studio directed the ad, for Almap BBDO.