BMP DDB’s ad for Bora keeps ’excuse’ theme

BMP DDB’s latest campaign for the Volkswagen Bora continues the ’any excuse’ theme with a TV execution, entitled ’hitchhiker’, which goes on air next week.

BMP DDB’s latest campaign for the Volkswagen Bora continues the

’any excuse’ theme with a TV execution, entitled ’hitchhiker’, which

goes on air next week.



The commercial for the saloon car opens on a hitchhiker who looks like a

typical scruffy male student and who is holding a sign saying

Penzance.



He is standing at the side of a motorway trying to find a car to take

him to his destination.



After a number of cars have sped past, a driver in a silver Bora slows

down and offers the youth a lift.



He climbs into the passenger seat and thanks the driver. He turns

around, sees two fellow hitchhikers in the back seat of the car and

smiles in greeting.



But the other passengers don’t smile back. Instead, they glance down at

their own cardboard signs on which they have written the destinations

Norwich and Edinburgh.



The three hitchhikers exchange looks of despair as they realise that

they are in for a long trip.



In return, the driver beams at his passengers as he pulls back on to the

motorway to continue his favourite activity - driving his Bora.



’Hitchhikers’ was written and art directed by Tim Cordell and Alex

Bamford, whose previous work includes the VW Lupo ’great little idea’

campaign.



The ad marks the directorial debut of Ed Sayers, who has been producing

for Jonathan Greenhalgh at Godman for three years. Godman also produced

the commercial.



Media for the national TV campaign has been planned and bought by

MediaCom TMB.



VW is also running an ad called ’mother,’ which was directed by Paul

Goldman through 2AM Films.



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