Product as gateway to chronic problems—not the most traditional path, but a fun one if you get the humorous tone right. And this latest Volkswagen spot from Johannes Leonardo and Smuggler director Bjorn Rühmann has just the right level of hyperbole and playfulness to work wonderfully.
In it, we meet a woman who, inscrutably at first, can’t seem to get comfortable. Every chair is wrong—almost like she’s Goldilocks, looking for the perfect fit. The cinematic style, and the French music, combine to deliver a pleasantly wry tone. And for TV viewers who won’t know it’s a car commercial to begin with, the payoff—while clearly an exaggeration—still feels relatable and true.
“Our goal for ‘No Going Back’ was to tell a compelling story of how quality does not apply to everything we seek. And once you’ve experienced the level of quality that Volkswagen brings, it’s hard to go back,” said Jonathan Santana, executive creative director at Johannes Leonardo. “The work’s narrative and creative elements work together to portray the quality and craftsmanship that sets the Taos apart, resonating with those who appreciate a touch of style in their everyday lives, emphasizing that affordable luxury can be attainable for all.”
“Our consumers should not have to sacrifice on quality, no matter what caliber of vehicle they’re driving,” added Rachael Zaluzec, senior VP of customer experience and marketing at Volkswagen of America. “This campaign speaks to the quality, comfort and value that come with investing in an entry-level SUV like the VW Taos.”