Volkswagen has enlisted the directing talents of comedy pro David Shane for a new set of ads for its ITV Movies sponsorship in the U.K., revolving around the idea that its SUV models give you "movie star confidence."
The idents, created by Adam & Eve/DDB, depict various scenarios in which a driver, faced by the kind of situation that in the movies, at least, would spell disaster, acts supremely confident and relaxed.
These include: a defense lawyer whose client is seemingly guilty as hell; an American spy who tries to show off his dodgy Russian at a road block; a mother who attempts to fill up her car with gas while escaping from zombies and a chauffeur who lets slip his relationship with the wife of an official at an inopportune moment. In all of them, Shane's touch is evident as he blends the humor with tension and a bit of the macabre.
The work comprises 26 idents to promote Volkswagen’s ongoing sponsorship of ITV Movies, including 15-, 10- and five-second versions, as well as the longer films seen here for use online.
The brand and agency have a history of sophisticated film sponsorship, with the independent cinema sponsorship series "Made for real life, not the movies," which spoofed cinematic genres with a car-related twist.