A white guy from Minnesota breaks out into Jamaican patois as he tries to boost the spirits of his fellow office workers in the Volkswagen brand's 2013 Super Bowl ad. It miffed some folks but was largely well-received, even by "Jamericans."
The 60-second spot was created by Deutsch Los Angeles and directed by MJZ’s Tom Kuntz, who told Ad Age after the game that the goal was to play the concept straight. "I felt we needed the entire thing to exist upon a backdrop of blandness and negativity, so our guy shines like a light of happiness amongst it all," he said. "I also think there may have been potential to be tempted by sarcasm in how we executed this, but I was attracted to the almost non-ironic, non-sarcastic positive message the entire thing is portraying. Visually, I wanted the entire thing to have subtle movement to it so it had a subconscious feeling of forward momentum."
QUARTER AIRED: Q2