Hot on the heels of yesterday's rendering of the Volkswagen Polo R hatchback comes a new campaign to advertise the Polo in Australia. Things start off beautifully with a stunning VW microsite, then go seriously off the rails with a creepy, off-message video clip that positions the Polo as the car of choice for alien hipsters.
According to Anke Koeckler of the Volkswagen Group Australia, the revamped Polo is the company's major product launch Down Under in 2010, so VW has prepared a full-scale attack on potential buyers. One salvo comes by way of a video clip that tells the story of four young men in terrible wigs, presumably on their way to work. Except, we quickly learn that they're not young men, they're hipsters. And then we learn that they're not just hipsters, they're hipster aliens. Cower in fear:
The tag line for the campaign insists that the Polo is meant for "followers of no one" -- an ironic statement, given the fact that the VW Polo is one of the more popular cars in the world (in fact, it was the 2010 World Car of the Year), and also given the fact that three of the four men in the commercial morph into very similar-looking Joanna Newsom fans. And no matter how different the hipsters may look up top, they're still wearing the same shoes. And so, like countless companies before and countless companies to come, VW has relied on the warmed-over premise that its product is perfect for conforming non-conformists.
Far, far, far more interesting than the video is the microsite VW built to promote the Polo: http://follownoone.com.au. (Seriously, don't miss that.) Taking the loose, flowy, storyboard model made popular by services like Prezi, the site allows you to navigate a Polo across a screen littered with photos, videos, and other interactive items. Some of those elements are directly related to the Polo, but some of them -- like the on-screen stereo or the video clip about two men who built a new style of shoes for women -- is completely off-topic. The sell? Very, very soft. The result? A rounded, engaging look at the Polo lifestyle and/or the Polo experience. Bravo.
Now, can we PLEASE get the damn car in the States?
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Agency: DDB Sydney
National ECD: Matt Eastwood
Creative Director: Mark Harricks
Creative Team: Paul Sharp & Mike Burdick
Business Management: Scott Thomson & Patrice Bougouin
Strategy: Nick Andrews
Director: Gary Freedman
Photography: Andreas Smetana
Production House: Revolver Film
Media Agency: Mediacom