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18 August 2020

Strictly solo.

by Andrew MacGregor

VW Jetta: “Keep Growing (Director's Cut)” - 60s

This contemplative VW ad from Russia claims that "people who get bored in their own company are in trouble". Bad news for extroverts in lockdown, but the marque reckon lone wolves are on to something. Thus, agency DDB Moscow and director Max Luz present an unexpected ode to solitude in the Russian countryside.

This may sound like an ill-judged remake of Strand's 'You're never alone with a Strand' campaign, but the result is more mindful than morose. Given the current desire of many to avoid crowds and find space to breathe, perhaps a country drive sans baggage of any kind makes sense. Just don't be an utter twat about it.

Film Production: Object & Animal Ⓟ Ⓦ
Editor: Jack Williams @ The Assembly Rooms Ⓟ Ⓦ
Colourist: Thomas Mangham @ The Mill Ⓟ Ⓦ
Sound Designer: Josh Campbell @ Factory Ⓟ Ⓦ

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