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3 October 2019

Driving the message home

by Alice May


VW Vans: “Mountain” - 30s

Like its two companion ads, this is an automotive spot that ticks all the boxes instead of being a mere exercise in box-ticking. A professional cake maker, likening her current project to scaling Everest with just the right balance of earnestness and deadpan humour, views her VW van as the trusty Sherpa who helps deliver her to the summit.

But not even the toughest Sherpa can thrive on neglect, and her van needs a service. No matter... thanks to the fact that VW van centres are open late, she has plenty of time to prepare for the final push.

Of course, the proposition is more about the aftercare than the van itself, but it's beautifully single-minded, and enables us to remember this message without having to navigate our way through a whole load of extraneous guff.


Creative Agency: Bartle Bogle Hegarty Ⓟ Ⓦ
Creative Director: Matt Moreland / Chris Clarke
Creative: Guy Hobbs / Ben Edwards
Account Director: Andy Connolly
Account Manager: Bella Johnston
Business Team: Sam McLeod / Zoe Eagle
Strategy: Adina Neamtu / Dalonie Graham / Tom Patterson / Oliver Waterstone
Agency Producer: Matthew Towell / Joe Pawsey
Ass't Prod (Agency): Rory Reames
Film Production: Outsider Ⓟ Ⓦ
Director: Mike Maguire Ⓟ Ⓦ
Producer: Steve Elgar
Executive Producer: Richard Packer
Cinematographer: Christopher Sabogal
Editor: Matt Chodan Ⓦ @ Gorilla Editors Ⓟ Ⓦ
Post Production: The Mill Ⓟ Ⓦ
Flame: Jeanette Eiternes
Sound Designer: Ben Gulvin Ⓦ @ 750MPH Ⓟ Ⓦ

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