The One Show
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Category
Cinema Advertising / Short Form - :90 and Under - Single
Annual ID
140056A
About the Work
This action was carried out in movie theaters to promote a feature of Volkswagen cars.
First, the audience sees images of an empty street at night, shot in POV from inside a moving
car at steadyspeed. For some seconds, nothing happens.
After a while, a text projected on the sidewall of the movie theater grabs everyone's attention.
Bit by bit, a sentence comes together: 'There's a technology that avoids collisions when you get
distracted. Like now.'
The text projection is turned off and, just when the audience turns back to the screen, they see a
car backing out of a garage, but the camera 'brakes' before the collision. Enter tagline:
'Emergency City Brake: a system that brakes the car for you. This is innovation. This is Das
Auto.' Enter Volkswagen logo.
First, the audience sees images of an empty street at night, shot in POV from inside a moving
car at steadyspeed. For some seconds, nothing happens.
After a while, a text projected on the sidewall of the movie theater grabs everyone's attention.
Bit by bit, a sentence comes together: 'There's a technology that avoids collisions when you get
distracted. Like now.'
The text projection is turned off and, just when the audience turns back to the screen, they see a
car backing out of a garage, but the camera 'brakes' before the collision. Enter tagline:
'Emergency City Brake: a system that brakes the car for you. This is innovation. This is Das
Auto.' Enter Volkswagen logo.
2014 Awards
Total Points: 15
Silver Pencil
Credits
Agency
AlmapBBDO / Sao Paulo
Art Director
Marcus Kawamura
Chief Creative Officer
Marcello Serpa
Creative Director
Renato Simoes
Bruno Prosperi
Andre Kassu
Marcos Medeiros
Executive Creative Director
Luiz Sanches
Writer
Otavio Schiavon
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