NEWS: BMP uses sci-fi spoof for latest Golf TV work

BMP DDB Needham takes Volkswagen’s advertising to a new dimension this week with the launch of a pounds 4.5 million campaign for the Golf TDi.

BMP DDB Needham takes Volkswagen’s advertising to a new dimension this

week with the launch of a pounds 4.5 million campaign for the Golf TDi.



The ad takes the form of a spoof sci-fi documentary, based around a

bleak and desolate Texan gas station, which receives an unexplained

visit from a Golf TDi.



The commercial promotes Volkswagen’s turbo diesel injection engine,

which, it is claimed, goes further between refills than any other

comparable car. Because of this, the Golf TDi is rarely seen in petrol

stations.



The stars of the commercial are a redneck husband and wife team, the

owners of the gas station. The husband recounts his brush with the

paranormal, while his wife looks on, nodding in bemused agreement.



He describes the event in a heavy drawl, saying: ‘All of a sudden these

real bright lights seemed to come out of nowhere. It came on in there,

as close to me as you are now.’



A blinding light sends the couple running for cover, and frightens a dog

and chickens into a frenzy.



The interviewer asks: ‘Did it have any markings?’ The couple reply: ‘It

had a symbol, like a V and a W.’



The footage of the incident, we are told in the ad, has been shot by the

couple’s son, but the commercial was filmed in Texas by Frank Budgen,

through Paul Weiland Films, in the style of a home movie. The ad was art

directed by Jeremy Carr and written by Jeremy Craigen at BMP.



Commenting on the style of the ad, Jorian Murray, a board account

director at BMP, said: ‘We have taken a cue mentally from the dealer

work we did last year when a -series of ads were made for nothing. We

wanted to add a dose of adrenaline to car advertising, but without

looking too slick.’



BMP has devised the new commercial as part of an overall Volkswagen

branding campaign. New Polo work is expected later in the spring, and

more Golf ads are planned for the summer, continuing with the overall

theme of product excellence.