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Night Driving experience by Golf

August 21, 2007 at 9:24 by Martina Comments

And all the people of the lulled and dumbfound town are sleeping now… This is the incipit of Under Milk Wood is a poem Dylan Thomas wrote over fifty years ago that has now become the main theme of a strongly emotional Volkswagen campaign around the concept of Night Driving.
The Tv commercial, created by DDB London, is lovely, inspiring and slightly touching. But on there’s more than a brilliant video to discover. For example, there is the “usual” call to action for user generated content. Nothing new you would say, but I’m interested, since they’ve partnered with Yahoo!’s platform Jumpcut in order to provide consumers with an easy (and online) tool to create their videos.
At the same time I believe it’s weird but interesting to note that they’ve opted for a par condicio (I feel so Latin tonight!), using Google Maps to present and allow people to submit a series of great “night drives” around Europe.
I think the site is online already since a couple of months, so apologies if I’m late, but I thought it was worth to keep track on this campaign and this positive online experience created by Tribal DDB London.
via [bluurb]

2 Responses to Night Driving experience by Golf

  1. André says:

    Soundtrack of the TV ad seems to be from the movie Solaris with George Clooney.
    Fits to the visual language of the spot.
    Cool tool which allows to create movies based on some scenes of the ad. But I wonder if it wouldn’t be even more cool, to ask the user to create a movie completley on their own.
    I.e.: They could have provided the text of the poem + free mp3 of the tv ad sound and provided this to the user allowing them to create their own story.

  2. @martina
    thanks for the tag. it’s such a cool site. lots of good automotive stuff at the moment. I like Andre’s thought about poetry too. Might see how I can take that on…

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