Showing posts with label das auto. Show all posts
Showing posts with label das auto. Show all posts

Tuesday, December 01, 2009

Is this a Volkswagen ad? What were they thinking?

Chanced upon the VW ad campaign in India on TV. The ads (print included) are unusually poorly done - did Wolfsburg really approve this brand embarrassment?

In a long and amateurish sequence, here's how the TV spot goes:
  1. Kid shows up in a showroom. Inquires about 'booking a car for his 18th birthday' in a horrendous vernacular accent (premium segment, anyone?). Hear that first line again. Who at DDB and VW thought the delivery sounded about right?
  2. Ingratiating dealership salesman calls the kid 'sir', and proceeds to fawn over him.
  3. Kid goes on to talk about VW models for when he's 24, a CEO... a longwinded sequence while the salesman agrees for each choice earnestly.
  4. This goes on for about a minute, and feels much longer.

And this was the best way DDB and VW thought to present themselves to India: a brand known worldwide for creative, innovative, and most importantly - memorable advertising. Perhaps they wanted to oversimplify things for the Indian consumer, and came up with this.

As a former VW owner, and as a fan of their campaigns in the United States, I am appalled at such substandard communication from the brand.

To think VW India and the agency are actually pleased with their work. Since Porsche and VW are together now - did they copy an older Porsche ad and do this version for India?