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
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’
The ad marks the directorial debut of Ed Sayers, who has been producing
for Jonathan Greenhalgh at Godman for three years. Godman also produced
Media for the national TV campaign has been planned and bought by
VW is also running an ad called ’mother,’ which was directed by Paul
Goldman through 2AM Films.