Gin-trapped cheetah stars in new VW Golf 6 TV ad

Posted on 06. May, 2009 by Jonathan Cherry in Advertising

The new VW Golf 6 TV ad is a cracker. When we first spotted it, we thought it may be a promo for an upcoming National Geographic wildlife documentary.

The creative concept is fresh and original and the production treatment is more on target than a Holland & Holland .222 at fifty meters – considering that it was directed by Henry Rubin an Oscar-nominated documentary film maker.
True stories when it comes to car advertising always seem to strike the right note [we cast our minds back to the Operation Rachel / Isuzu 4x4 ad from a few years back while making this point...mmmm...yes, that was a goodie too]
As sixty seconds of traditional ad content goes, it's refreshing. In an industry that seems increasingly obsessed with T&A and shockvertising, it's relieving to see a return to down-to-earth goose bumps stuff. It's almost like a Korn love ballad. Unexpected, but as good as a hot shower and a greasy donut after a hilly half marathon.

That's our take atleast. You may hate and long for an Axe ad. [video link]

7 Responses to “Gin-trapped cheetah stars in new VW Golf 6 TV ad”

Andrew

06. May, 2009

This ad is brilliant. Ogilvy has totally earned my respect again (after losing it by producing that super dodgy ANC election advertisement with Turtle Zuma). Well, that was probably Ogilvy JHB and now I’m referring to Ogilvy CPT… but, same thing if you think about it.
I get a real VW & WWF co-brand feeling from this ad. Both Ogilvy clients if I’m not mistaken. Does anyone remember the WWF advertisement from 2005/2006 when Anton Rupert died? It was on page 2 or 3 of the Cape Argus, half page full colour of a cheetah with black markings beneath it’s eye. The markings (the animals natural pattern) created what looked like tears running from it’s eye. The copy supported the visual and the ad almost made me cry.
I wouldn’t be surprised if phase 2 of this campaign rolls out in the near future (WWF & VW).
Well done guys, brilliant ad.
Antony

06. May, 2009

Surprising. Unashamedly non-adrenaline and (dare I say) feminine. Let’s see where it goes…
James

06. May, 2009

I wouldn’t say noooooo T&A, the handler is remarkably spicy!
Bruce Wade

06. May, 2009

I just love an add that catches you off guard emotionally and speaks directly to our emotional side of life. These are the ones that we remember for years to come. Not too sure if I will buy the car but plan to make a donation to the Cheetah fund next time I am at Spier.
Colin

09. May, 2009

yeah but apart from all the marketers dissecting the ad – its still just cool.
Lorissa

14. May, 2009

A brilliant ad! I’m not ashamed to admit I got teary over this, in a good way.
Pamela

19. May, 2009

I love this advert and also got all teary eyed when I first watched it.
I have now realised I have watched it too often as I am starting to nitpick it.