I think I’ve posted on VW work before – as most people probably do, since it’s genuinely good. And this one is worth watching too…
Funnily, when I first read about this new ad, I thought they’d followed the thinking of that old US gem, where the kids drive in the convertible at night… With the Nick Drake song…
Well, thankfully, I was wrong, because that would have been easy and rather sad for DDB London.
What they have done is to capture that purity of driving at night – and then made something proper of the web work to follow it up – so it actually feels integrated, rather than another campaign with a requisite bit of online.
Check out the site here.
It’s worth playing around with for a while – they’ve done stuff to give you plenty of shots of the car, but in movement, rather than static. And the Google maps integrated night drives search facility is great. The ‘cut your own movie’ thing is not a first, but it’s done well and works. Plus people have already done a few…
I really like the idea behind this piece…mostly because I’ve been up at 3am on a purposeless drive at night!
The site is really nicely done, simple, smart stuff, designed well. Its not groundbreakingly different or cool with whizzy new bits, but its just a nice smart site wiht some useful, relevant things for people to interact with.
I like that the video and angles and views are not all so linear. Often I think people hock up online a long form of a TV spot and that’s “video on the web” for them. This actually does something a bit more layered.
Google Maps and JumpCut tools are great, relevant, not just there to be there.
I hope Night Driving does well, great piece.