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.
