VW ad juxtaposes seismic scientific discovery with the selfish pleasure of driving

A young man is left a teleport machine by his late mad inventor uncle, who tells him: "Thanks to me, gone are the days of journeys, cars and roads," leaving the man with a momentous decision - pass on his uncle's world-changing legacy to the world or keep his VW Golf GTE.

Teleporter: a man discovers his late uncle's invention in a TV ad for the new VW Golf GTE
Teleporter: a man discovers his late uncle's invention in a TV ad for the new VW Golf GTE

The 90-second ad is directed with style and spectacle by feature filmmaker Noam Murro and riffs off David Cronenberg’s body-horror ‘The Fly’, with the chambers of the teleporter resembling the pods in the 1986 film.

Describing the plot of 'The Choice' would ruin the denouement, so having partly spoiled the narrative already, we’ll leave you to watch it for yourselves. There is however a clue as to the outcome in the endline: "The New Golf GTE. Progress. Improved."

Brand: Volkswagen Golf GTE

Agency: DDB Paris

Creatives: Alexandre Herve