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VW’s Newest Ad, About Evolution, Was Shot in One Take

VW’s Newest Ad, About Evolution, Was Shot in One Take

DIGITAL MARKETING NEWS

VW’s Newest Ad, About Evolution, Was Shot in One Take

Car brand Volkswagen taken a look back through history as inspiration for its latest cinematic spot “The Wheel,” which promotes its new electric model as like the latest step in the evolution of transportation.The spot, by Johannes Leonardo, was shot in one take and features the use of a zoetrope—an old fashioned, pre-motion picture device that makes figures appear as though they are moving. It features a phenakistoscope and a praxinoscope—two other devices that offer the illusion of motion.The opening frame begins by showing a spinning wheel before panning to show horses, a locomotive and finally an electric Volkswagen ID.4, which is presents as the latest revolution in auto technology. The car will be released for sale in March.The final frame end with the message: “History and progress isn’t made until it is made for everyone.”Johannes Leonardo was first appointed by the brand after the automaker was embroiled in the 2015 emissions scandal—which saw the business admit to “irregularities” in the testing of its diesel engines, which gave them false scores owing to devices which essentially cheated laboratory testing of emissions.Its first work for the brand, in 2019, was titled “Hello Light” and acknowledged the brand’s mistakes while attempting to garner some forgiveness among consumers, who have widely slammed the brand. It showed a designer, working in the darkness, designing a new electric VW car with the message: “In the darkness, we found the light.”It promised a “new era” of electric cars—a message which has been played out again in this latest spot, which positions the ID.4 as the latest step in the brand’s evolution.Since it was appointed to the account, Johannes Leonardo said, Volkswagen’s brand scores have improved.Brand avoidance scores had remained “stubbornly flat” at 25%, the agency said, but have decreased to their best levels since the scandal. Brand trust scores, meanwhile, have trended upward for the first time in five years.CREDITS: Client: Volkswagen Group of AmericaPresident And CEO: Scott KeoghEVP, Sales & Marketing: Duncan MovassaghiSVP, Marketing: Kimberley GardinerDirector, Brand and Retail Content: Jennifer ClaytonManager, Advertising: Chanel BarresiSenior Specialist, Brand Advertising: Annabel LyonSpecialist, Brand Advertising: Ladan RafeiAgency: Johannes LeonardoChief Creative Officer: Jan JacobsChief Creative Officer: Leo PremuticoCreative Director: Kevin WatkinsCreative Director: Jono FlanneryCopywriter: Patrick WellsArt Director: Iwona UsakiewiczHead Of Production: Maria PerezExecutive Producer: Rebecca O’neillAssociate Producer: Haley HarrisBusiness Affairs Manager: Joe BringuierBusiness Lead: Ben MuldrewAccount Director: Erandika WeerasingheManagement Supervisor: Mal GretzAccount Manager: Stephanie LoucasProject Manager: Sarah ScardilloGroup Strategy Director: Mary BakarichSenior Strategist: Eileen ZhaoProduct Information Specialist: Ryan CallahanFilm Production & Post ProductionFilm Production Company: Imperial WoodpeckerDirector: Sam BrownExecutive Producer:  Doug HalbertProducer: Polly RuskinDirector of Photography: Sebastian BlenkovArt Director:  Henry BoararosEditorialEditor (Lead): Sam OstroveAssistant Editor: Nick DelibertoManaging Partner: Carr SchillingExecutive Producer: Adam BechtProducer: Michelle DorschFinish/VFX/ Color Grade: Global Production Company The MillExecutive Producer:  Chris Allen, Clairellen WallinProducer: Mia Saunders, Shannon BottsProduction Coordinator: Judit JakliProduction Supervisor: Julia PaskertCreative Director: Jorge Montiel, WesShoot Supervisor: Wes2d Lead Artist: Gary Driver3d Lead Artist: Ben Blundell2d Artist: Thiago Dantas, Pete Atack, Kristian Reyes-cabrera, Charles Dockerill, Ant Walsham, Didem Ergor, Fabien Coupez, Anne Trotman3D Artist:  Laurie Estampes, Joe BesagniFinish Artist: Rich Watson, Holly Mclean, Jeanette EiternesDesign: David Rowley, Kevan LeeColorist: Seamus O’keane, Thomas ManghamExecutive Producer: Color Charlie MorrisColor Producer: Evan BaurAudio Finishing: Lime StudiosAudio Mixer: Rohan YoungSound Designer: Michael AnastasiExecutive Producer: Susie BoyajanMusic House: Lightning StudiosComposer: Seth OlinskyLicensed Music: Two Maps 


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