I keep laughing every time I see the new VW Beetle ad. So I had to share it with you. If it’s not advertising perfection, it’s pretty darn close.
Here’s why it works:
1. Creative and memorable
The idea of driving a convertible car through winter is a different one. And it’s often a challenge for dealers to sell convertibles in the winter, so I love how creative the agency (Deutsch) got here. Ski masks. Perfect.
2. Excellent story sequence, direction and attention to detail
A guy goes into a store with a ski mask on. We didn’t yet see the guys driving in the topless Beetle, so we assume what the customers assume—that this guy is here to rob the place. And one of the first camera angles after he enters shows this menacing figure from the back and then we see a female customer backing away from him slowly. We know something’s up, but we’re not sure what until he goes to the register.
Even the song in the background is part of the fun, as this YouTube commenter notes:
3. Different also equals memorable.
A guy in a ski mask doesn’t “want any trouble” and actually pays for his goods. That’s different. Then we see him running out and we’re still not 100 percent sure what’s going on until he gets in the car with his other ski-mask-wearing buddies.
4. Humor well done is always a winner.
As we hear sirens in the distance, the driver tells his friend, “You know you forgot to take your mask off, right? We should probably get out of here” and off they go…driving in their convertible VW Beetle in the winter.
Well played, VW.
What do you think? Do you have a favorite commercial right now?