Volkswagen Australia Goes Back to the '60s with Homage to Iconic DDB Print Ads

In a film launching a new long-term creative platform for Volkswagen Australia, DDB Sydney has paid homage to the brand’s iconic 1960s print ads – the original run of which were created by Bill Bernbach, one of the agency’s founders alongside Ned Doyle and Maxwell Dane.

When it came to referencing the iconic and beloved ads, creative director Tom Lawrence told LBB, “We were terrified of getting crucified for it, but I think we did a pretty good job of doing it justice.”

“We really just wanted to find a fresh way to craft a feature-focused layer of ads that sat somewhere between retail and brand. We couldn’t help but be reminded of the elegant simplicity of those famous Beetle ads.

“They were never afraid to talk features, but they did it in such a memorable, charming, and unmistakably Volkswagen way. It probably also helped that every time we get stuck on a brief, we pick up that big old book of Beetle ads that sits on our desk. I think we’ve read that thing a few hundred times.”

Directed by Toby Pike from Finch, the first execution spotlights the Volkswagen Tayron, with the opening shot resembling one of the classic print ads. A change of the camera angle then reveals a film set, and a dachshund makes an appearance to drive home the length of the car. Whilst this is happening, the voiceover says there are “two extra seats, for whenever, or whoever."

In translating the 1960s inspirations into film, Tom’s creative partner, CD Samuel Raftl, told LBB, “Our main challenge was making it work as both a piece of long-copy print and as a film.

“We wanted that first frame to stand alone, so if you paused and read along, it would still feel charming and complete. We also developed static long-copy executions for high-dwell outdoor sites, using that side-on comparison angle as the key image – so crafting something that worked in both mediums was no small task.”

The team also worked to retain the “simplicity and single-mindedness” of the original ads. “We were careful not to overcomplicate and avoid unnecessary cuts, gloss, or the temptation to layer on too many messages,” added Samuel.

“Finally, there was the question of voiceover as those lines were written to be read, not performed aloud. Luckily in Heather Mitchell we found someone who brought exactly the balance we needed – elegance and intelligence, delivered with a playful, knowing smile.”
Tom admitted DDB “spent a lot of time getting this balance right” between nostalgia and freshness.

“We really wanted that opening frame to look just like the old print ads, and then once the camera broke the illusion, we were freed up to enter the modern world. As long as that opening shot felt true to the DDBers’ vision of the ’60s, we were good.
“Another make-or-break decision for us was to do as much as physically possible in-camera. The old ads felt so real and raw, so we felt we needed to honour that as best we could.”

The execution is the first in what will become a series of ads for Volkswagen. For now, the Tayron campaign launches across TV, online, and social.

“We’ve written scripts across much of the Volkswagen range, and selfishly, we’d love to make all of them. But it’s still a little early to reveal exactly what’s next,” said Samuel.

“Now that we’ve ticked off the Dachshunds, it might be time for the Peterbald kittens.”