Can't Take My Eyes Off You, Road. – Volkswagen (TV Ads)

by Feryn Juliesta (0336407)

https://www.youtube.com/watch?v=R22WNkYKeo8

(Source: Youtube)

Opinion

This ad is from Oglivy Ad Agency Beijing and Volkswagen about road safety. Firstly, this commercial is interesting because we are basically watching people watching a commercial yet we can feel being a part of those people watching the same commercial. The storyline is relatively simple, however, powerful in speaking their message. It definitely bring the worst scenario that could happen when you were being distracted on the road, to life. You can totally hear the gasps and the silences after the climax of the plot took place, and that's exactly how I reacted to that particular storyline. It gives us the experience and the virtual shock when you crash that car after you've lost the focus. I bet that ad would leave bigger impression on those people than the movie they were going to watch.

Copy Strategy

The ad is igniting fear and apprehensiveness, so people would be more aware and acknowledge the harm of texting while driving, and that how just a simple glance away from the road could be the worst decision you could make. It's giving people the grounding of being admonished and served the first-hand repercussion of it.

"Mobile use is now the leading cause of death behind the wheel. A reminder to keep your eyes on the road," is what shown after the whole storyline went over the screen. They ended it with a fact and used a gentle tone of voice to send people to be reflective about it positively without the feeling of being scolded.

Reimagined Copy

Your message could wait.

References

adsoftheworldvideos. (2014, August 8). Volkswagen: Eyes on the road [Video]. Youtube. https://www.youtube.com/watch?v=R22WNkYKeo8