BMP prepares viewers for VW price shock

BMP DDB issues viewers with a ’video warning’ this week in the latest execution in the Volkswagen ’affordability’ campaign.

BMP DDB issues viewers with a ’video warning’ this week in the

latest execution in the Volkswagen ’affordability’ campaign.

The commercial takes the form of an announcement, presented in credits

rolling on a black screen. It begins with a bold ’attention’ and

continues with the warning: ’The following piece of film contains scenes

that some people may find shocking and which might cause distress to

those viewers of a nervous disposition.’

Once the announcement has rolled off the screen, it is replaced with the

simple statement ’VW Polo #8,290’ written in white on a black background

and underlined in red. The final frame shows the VW logo and the

familiar endline, ’surprisingly ordinary prices’.

The commercial will run until the end of February in cinemas - where it

will appear after the ads and trailers but immediately before the main

feature film - and at the beginning of rental videos.

It was written and art directed by Ted Heath and Paul Angus and produced

by Howard Spivey, BMP’s head of television.

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