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DDB Spain Shames Late Cinemagoers to Show Off the New VW

DDB EMEA, 2 years, 4 months ago

Agency exhibits new Pedestrian Detection system by shining light on late arrivals

DDB Spain Shames Late Cinemagoers to Show Off the New VW

DDB Spain has devised a fun and surprising action to present the most innovative assistance system in the new Volkswagen Passat: Pedestrian Detection. It recognises pedestrians and brakes automatically in case they are not seen by the driver. Cars increasingly incorporate more revolutionary technologies, but rarely do people know how they actually work, hence the campaign was based on this insight. 

But how could this message be communicated powerfully? Creating the first advert that detects people. Instead of doing so in the middle of the street, an action was performed in cinemas, surprising certain pedestrians: late arrivals. This captured the attention of people when they are most receptive, clearly demonstrating how the new assistance system works.

In recent years Volkswagen has followed a strategy of integrating all its activities, which has seen the brand concentrate all areas of its communication in DDB Spain. For its part, DDB Spain remains committed to innovation, offering creative solutions for the business needs of advertisers, which generate influence and social reputation for brands.

Creative Agency

Art Director: Xavi Calvo Pedrosa

Creative Agency: DDB Spain

Creative Director: Javier Meléndez, Pedro Andragnes, Paco Cabrera

Group Creative Director: José María Roca de Viñals

Producer: Pedro Ramirez


Editor: Paula Sabater

Producer: Pedro Ramirez

Category: Automotive , Cars

Genre: Stunts