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 www.night-driving.com 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.