The TV commercial for the eco up! Is ushering in Volkswagen’s new marketing campaign as part of its “Think Blue.” sustainability approach. Other spots are due to follow over the next few months, presenting Volkswagen’s new fuel-efficient, low-emission models in the “Think Blue.Book.” campaign. The campaign will also show how the “Think Blue.” approach is practiced by Volkswagen.
Following on from the predecessor campaign “Think Blue.Symphony.”, “Think Blue.Book.” will feature a decidedly playful approach to the topic of sustainability. In terms of design and dramaturgy, the leitmotiv is a book which presents the advantages of the new natural gas runabout eco up! in the first spot with the motto “Great range. For little money.“.
In the commercial, the eco up! moves through an urban landscape consisting of paper, created as a haptic model and transformed into 3-D by CGI (computer-generated imagery). The stop-motion technique has been used for the intro and the closing scene. This technique involves the use of individual images of stationary objects which create the illusion of motion when viewed in a series. At the end, the viewer realizes that the driving scenes have all taken place within the book shown at the beginning. Musically, the clip is underscored by a contemporary interpretation of the Beach Boys’ classic “Wouldn’t it be nice”.
“We are proud of our new “Think Blue.” campaign, because it presents in a playful way our conviction that it is easy and can even be fun to preserve the environment and live sustainably,” Jürgen Stackmann, Head of Marketing of the Volkswagen Group and the Volkswagen Passenger Cars brand explains. “Think Blue.Book.” Is another milestone in our efforts to heighten public awareness for sustainability and to show how we are shouldering our responsibilities as an automaker.” The commercial for the eco up! is making its debut on German TV on March 25. The creative agency BlackBoard Berlin held the budget for the clip.
Further information on the campaign and the eco up! spot
Premiere: March 25, 2013 on N24
Production: Bakery Films, Hamburg
Creative agency: BlackBoard Berlin
Director: Florian Sigl
Music: “Wouldn’t it be nice (composed by Wilson-Asher-Love; cover version by Tiziano Lamberi)
Film techniques: stop-motion, CGI
Duration of shooting: nine days
Other spots in campaign: e.g. Jetta Hybrid or Golf TDI/TGI BlueMotion