Volkswagen manages to tug at the heartstrings with a new brand campaign that taps into one man's childhood memories of his father and the VW Beetle he drove.
Created by Adam&Eve/DDB and directed by Amanda Blue at Tantrum, the spot features Barry Openshaw, whose father owned a gold-sprayed Beetle, and mixes old photographs and archive film with newy shot footage. (Post production house Envy scanned Barry's old photos in high resolution so that they could be woven into the film, and colorist, Vicki Matich, worked closely with Amanda Blue to lend the film and photos a suitably nostalgic feel.) In the film, Barry recalls his happy memories of his father, who today is suffering from dementia, and there's a final reveal in which he's surprised by VW's efforts to recreate one of his favorite childhood snapshots.
The film is running online, and is kicking off a social campaign that encourages people to share photographs of themselves with their VW cars with the hashtag #yourVW.