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27 June 2019

How low can you go?

by Andrew MacGregor

VW: “Look Down in Awe” - 60s

It's safe to say Volkswagen went down in consumers' estimations after the 2015 emissions scandal. To promote the marque's 2019 Atreon model, this sly commercial invites viewers to once again look down on the brand... literally.

As Love's 'Always See Your Face' plays in the background, we see motorists, pedestrians, and horses alike notice something off camera; each of them mesmerised by whatever is travelling below eye level.

The reveal, when it comes, is a well judged blend of cheek and self-belief. By inviting its critics to have their fill, the brand are otherwise free to tout their new fastback's shapely dimensions... and potentially turn low expectations into high ones.

Director: Garth Davis Ⓟ Ⓦ (Academy Films Ⓟ Ⓦ)
Editor: Trish Fuller Ⓦ @ Work Ⓟ Ⓦ

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