Nothing Is Beautiful in This VW Spot

Ad From France Promotes Cars' Safety Features

Published On
May 17, 2017

Editor's Pick

Volkswagen's latest spot from France is all about nothing.

The ad, by DDB Paris and nicely directed by Clemens Purner of Henry, describes the beauty of "nothing" in a series of vignettes -- a woman looking at an empty sky, a man opening an empty fridge, someone admiring a pure white painting in an art gallery, two shy teens sitting on a sofa at a party and not talking. The point of all this? It all leads up to a scenario in which nothing happens to a man driving his VW, even though the car in front stops sharply, because of its automatic braking technology. Nothing, says the voiceover, could be the best thing that happens to you.

It's a similar "boring equals safe" message to the one the brand has been using in its U.K. cinema sponsorship campaign, where its cars' smart technology prove a hindrance to Hollywood movie scenarios. This may not be sexy auto advertising -- but it's an effective way to get the technical information across.