2010 Volkswagen GTI grillEnlarge Photo
But more on that in a second. VW has created a continuing storyline that is intentionally incomplete. Why? They want you, the volk, (at least, the Canadian volk) to help make the third installment of the “Drive Until” ad campaign.
I only cottoned on to what VW was trying to do by squinting at the screen as the commercials came to an end, when at the very bottom you see the web address of the VW Canada Facebook page to encourage VW GTI fans and/or director wannabes to help make their next ad in this story of “Drive Until.”
The next part of the story is to be written, directed, cast and set to music by the lucky winner of the competition.
VW Canada is taking a small risk in getting their fans to help make the next ad, and is sure only to pick people who are passionate about the brand and have a modicum of talent.
If you go by the storyline in the first two ads, both of which are slickly filmed ads with great music (The Jesus & Mary Chain’s Just Like Honey is perfect for the first ad, as Wave Machines' Keep the Lights On is a brilliant choice for the second ad), number three probably won’t be a huge leap away from the what the message is: mature, sophisticated and practical hooliganism, a lot of what the GTI stands for. Seeing as ad #2 ends up at the church just before the wedding, I have a feeling someone might suggest something along the lines of The Graduate for a twist ending, but who knows?
Enjoy the ads. They're a nice diversion. And maybe you’ll enter the competition too and be a great filmmaker too.