Car manufacturer Volkswagen clearly knows what it takes to draw people’s attention towards its products. For example, to promote the automatic emergency braking system its Golf is equipped with, the company mocked other brands. Advertising for the Tiguan’s optional Trailer Assist system was another easy task for VW: It used a horde of weird horses as parking judges only for them to burst out laughing when seeing how the driver parks. Driver drowsiness detection is yet another feature which the brand cleverly presented to the world by featuring, you know, sheep.

Now, it is time to see VW’s latest ad, which reveals the power of the Night Vision assist system, which you can find on its new flagship Touareg Black Edition. Only this time, the campaign isn’t so funny. Well, maybe because it was created by another agency. If the hilarious ones were contoured by Grabarz & Partner, the current one is imagined by adam&eveDDB creative agency, which thought about starring disaster in the ad.

Shot by Niclas Larsson through View New Land on New Land, the commercial puts the spotlight on a late-night jogger and her faithful companion, a dog. Yet, you cannot actually see them: Their presence is only revealed by the mist of their breath and their shadows – these allowing the viewers to track their journey. But their walk takes a thrilling turn as they meet VW’s new Touareg.

The ad brilliantly highlights the car’s Night Vision assist system, which is basically an infrared camera embedded at the front of the car. Its job is to detect and warn the driver of people or animals from 10m – 130m ahead.

The work englobes 30-sec and 60-sec TVCs and a longer, 2-min cinema cut featuring the ride’s comfort, sleek lines, and state-of-the-art driver assist feature in the Touareg. More nicely put, the ad memorably emphasizes how the brand’s new technology can help avert a tragedy.

So, next time you go for a walk late at night, just be extra careful. Not all cars out there are equipped with the Night Vision assist system.

Credits:

Client: Volkswagen

Agency: adam&eveDDB

Communications Manager Volkswagen UK

Chief Creative Officer: Richard Brim

Executive Creative Director/s: Ant Nelson / Mike Sutherland

Creative Director/s: Paul Knott / Tim Vance

Copywriter: Paul Knott

Art director: Tim Vance

Agency producer/s: Nikki Cramphorn / Nia Maclean

Planner/s: Sarah Morning

Managing Partner: Michael McConville

Account Director/s: David Woolfe / Steve Halliday

Business Affairs: Dolores King / Klaudia Jozewicka

Media agency: PHD

Media planner/s: Matt Holiday / Michael Bensley

Production company: new-land London

Executive Producer: Trine Pillay

Director: Niclas Larsson

Cinematographer: Linus Sandgren

Editor: Carla Luffe

Post Production: Untold Studios

Post Producer: Ian Berry / Ellie Joseph

VFX Supervisor: Tom Raynor / Alex Gabucci

Colourist: Sofie Borup

Music Supervisor: Leland Music (Abi Leland / Toby Williams)

Audio Post Production: Factory Studios

Soundtrack name and composer: Carlos Cipa

Sound Designer:  Anthony Moore / James Utting

Sound Producer:  Deborah Whitfield

Grade: Company 3