Volkswagen uses zoetropes to illustrate a populist message in first ad for the ID4
Johannes Leonardo created spot for the electric crossover that broke in NFL playoffs
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Volkswagen of America is launching its first set of TV commercials for its upcoming ID4 battery-electric compact crossover that aims to drive home the company's message of delivering electric mobility to the millions, instead of just the millionaires.
The spot uses a line of zoetropes — a 19th century invention that uses a spinning disc of images to create a moving picture — to illustrate advances in transportation, from the invention of the wheel to the horse and cart, steam train and eventually to the electric car, as a woman climbs into the passenger side of an ID4 and rides away. It finishes with a written message: "History is made, when it's made for everyone."
The ad, which debuted Saturday during NFL Wild Card games, was created by Johannes Leonardo. It was directed by Sam Brown, filming in a single shot, and features an original orchestral track, "Two Maps" by Seth Olinsky. All the zoetropes in the film were constructed from scratch, and the film uses animation techniques that harness sequences of hand-drawn illustrations, vintage photographs, and animations to both give the illusion and history of motion.
The VW ID4 will go on sale in March at a starting price of $41,190, including shipping but excluding any federal or state incentives, after VW delayed iInitial plans to launch it in December in the U.S.
Credits
- Date
- Jan 11, 2021
- Client :
- Volkswagen
- Agency :
- Johannes Leonardo
- President and CEO :
- Scott Keogh
- EVP Sales & Marketing :
- Duncan Movassaghi
- President and CEO :
- Scott Keogh
- EVP Sales & Marketing :
- Duncan Movassaghi
- SVP Marketing :
- Kimberley Gardiner
- Director Brand and Retail Content :
- Jennifer Clayton
- Manager Advertising :
- Chanel Barresi
- Senior Specialist Brand Advertising :
- Annabel Lyon
- Specialist Brand Advertising :
- Ladan Rafei
- Chief Creative Officer :
- Jan Jacobs
- Chief Creative Officer :
- Leo Premutico
- Creative Director :
- Kevin Watkins
- Creative Director :
- Jono Flannery
- Copywriter :
- Patrick Wells
- Art Director :
- Iwona Usakiewicz
- Head of Production :
- Maria Perez
- Executive Producer :
- Rebecca O'Neill
- Associate Producer :
- Haley Harris
- Business Affairs Manager :
- Joe Bringuier
- Business Lead :
- Ben Muldrew
- Account Director :
- Erandika Weerasinghe
- Management Supervisor :
- Mal Gretz
- Account Manager :
- Stephanie Loucas
- Project Manager :
- Sarah Scardillo
- Group Strategy Director :
- Mary Bakarich
- Senior Strategist :
- Eileen Zhao
- Product Information Specialist :
- Ryan Callahan
- Film Production Company :
- Imperial Woodpecker
- Director :
- Sam Brown
- Executive Producer :
- Doug Halbert
- Producer :
- Polly Ruskin
- Director of Photography :
- Sebastian Blenkov
- Art Director :
- Henry Boararos
- Editor :
- Sam Ostrove
- Assistant Editor :
- Nick Deliberto
- Managing Partner :
- Carr Schilling
- Executive Producer :
- Adam Becht
- Producer :
- Michelle Dorsch
- Finish/VFX/Color Grade :
- The Mill
- Executive Producer :
- Chris Allen
- Executive Producer :
- Clairellen Wallin
- Producer :
- Mia Saunders
- Producer :
- Shannon Botts
- Production Coordinator :
- Judit Jakli
- Production Supervisor :
- Julia Paskert
- Creative Director :
- Jorge Montiel
- Creative Director :
- Wes
- Shoot Supervisor :
- Wes
- 2D Lead Artist :
- Gary Driver
- 3D Lead Artist :
- Ben Blundell
- 2D Artist :
- Thiago Dantas
- 2D Artist :
- Pete Atack
- 2D Artist :
- Kristian Reyes-Cabrera
- 2D Artist :
- Charles Dockerill
- 2D Artist :
- Ant Walsham
- 2D Artist :
- Didem Ergor
- 2D Artist :
- Fabien Coupez
- 2D Artist :
- Anne Trotman
- 3D Artist :
- Laurie Estampes
- 3D Artist :
- Joe Besagni
- Finish Artist :
- Rich Watson
- Finish Artist :
- Holly McLean
- Finish Artist :
- Jeanette Eiternes
- Design :
- David Rowley
- Design :
- Kevan Lee
- Colorist :
- Seamus O’Keane
- Colorist :
- Thomas Mangham
- Executive Producer :
- Charlie Morris
- Color Producer :
- Evan Baur
- Audio Finishing :
- Lime Studios
- Audio Mixer :
- Rohan Young
- Sound Designer :
- Michael Anastasi
- Executive Producer :
- Susie Boyajan
- Music House :
- Lightning Studios
- Composer :
- Seth Olinsky
- Licensed Music :
- Two Maps
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