GALLERY 12: VW - Chain Reaction

Even though this is a cutesy feel-good ad, oozing smiley happy people, don't pass the sick bag - it does work. The plot, based on a chain of events that prompts everyone to smile, works well throughout this tightly crafted spot. It's always refreshing to see car ads not spending all 30 seconds focusing on the object of desire itself, and the car only pulls into view in the last shot. An endearing spot, which is slickly executed and stylishly filmed.

Product/client: Volkswagen Of America

Agency: Arnold Worldwide

101 Huntington Avenue

Boston MA 02199


T: +1 617 587 8000

F: +1 617 587 8066


Creative Director: Don Shelford

Agency Producer: Bill Goodell

Art Director: Don Shelford

Writer: Joe Fallon

Production company: The Directors Bureau

1641 N. Ivar Avenue

Hollywood 90028



T: +1 323 465 5299

F: +1 323 465 5547

Director: Mike Mills

Post-production company: Rock Paper Scissors

517 North Almont Drive

Los Angeles



T: +1 310 859 9604

F: +1 310 859 0119

Editors: Angus Wall, J.D. Smyth

Music: John Dragonetti