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Pure TV brilliance from Volkswagen: The Thinkboxes Awards for TV ad creativity

Plundering cinema archetypes enabled Volkswagen and Adam & Eve/DDB to deliver TV brilliance and take the top spot in the latest bimonthly Thinkboxes

Adam & Eve/DDB’s "The Button" for Volkswagen Golf GTE has triumphed in the latest bimonthly Thinkboxes Awards for TV ad creativity. The Thinkbox Academy voted in September on the best ad from a five-strong shortlist.

This spot plunders the film genre vaults to bring us a montage of deranged miscreants – from arch Bond villains, the gang boss of a blaxploitation movie, and Dr Frankenstein about to galvanise his monster – that in each case succumb to the cackle of manic "mua-haha" laughter when they push the red button to unleash their machinery of doom. The new Golf GTE has a power button too. When you use it, a knowing chuckle will do.

Agency Adam & Eve/DDB Creatives Ben Priest, Richard Brim, Ben Tollet, Richard Gayton, Darren Beresford Client Glyn Butterworth Production company Independent Films Director Gary Freedman

"'The Button’ is our light-hearted way of addressing a serious point: namely that today’s updated Golf GTE is the antithesis of the ‘worthy-but-dull’ hybrid car image" Glyn Butterworth, national communications manager, Volkswagen
"Topicality no doubt unintended, this is a classically great spot. Beautifully executed, it’s got a brilliantly simple plot twist and a nice moral message to boot" Susan Hosking and Peter Robertson, creative directors, Mother, & members of the Thinkbox Academy

Want to see more great work?
Head to the Thinkboxes hub

The Thinkboxes Awards, in association with Campaign, are the only bimonthly awards that celebrate the UK’s world-beating TV ad creativity. They’re judged by the Thinkbox Academy – 150 advertising and marketing luminaries who have been involved in award-winning creative work for TV.