文/vivi

大眾越來越重視大眾了。

今年，先是有個(gè)熱火朝天的“大眾自造”網(wǎng)絡(luò)互動(dòng)平臺(tái)，讓大家可以天馬行空地設(shè)計(jì)愛車，過足汽車工程設(shè)計(jì)癮。

這算是“武”的，現(xiàn)在，“文”的也來了！

大眾推出了以“Drive until……”為主題的系列廣告片，描繪男主人公在人生的關(guān)鍵時(shí)刻到來時(shí)的表現(xiàn)。目前有兩支，分別是求婚和結(jié)婚前的一刻。如果還沒有足夠的勇氣或時(shí)機(jī)未到，那就一直一直把車開下去吧……

這兩支廣告片看似平平，確實(shí)，它們只是為引玉而拋出的“磚”。片子結(jié)束時(shí)，會(huì)出現(xiàn)一句話：幫我們續(xù)寫吧！

廣告片播出之后，大眾通過facebook等平臺(tái)，廣泛征集劇情續(xù)寫，讓所有人都有機(jī)會(huì)參與系列廣告片的拍攝制作。接下來，男主人公還會(huì)遇到哪些人生的關(guān)鍵時(shí)刻呢？發(fā)揮你的妙想吧！

植入一句廣告語：“每個(gè)人，每個(gè)想法，都平等而有價(jià)值。它們，應(yīng)該被看見！”意識(shí)到這點(diǎn)、并著力開發(fā)全民力量的的品牌，越來越多了。

Volkswagen, which translates as “the People’s Car”, is collaborating with their fans to create the third installment of the recently launched “Drive Until…” campaign for the Golf. The idea is get fans involved through Facebook, letting them be a part of the creative and production process in real time. The initiative not only helps the fans create the kind of spot they’d like to see, it also gives people a glimpse “under the hood” to see the process involved in making a television ad. The first two advertisements in the series follow a man, in his early 30s, as he takes two very important steps in his life. The first installment, “Courage”, shows the man driving his Golf around the block repeatedly, as he mentally prepares to propose to his girlfriend. When he makes up his mind and parks the car in front of his girlfriend’s house, the words “Drive until you find the courage.” appear on the screen. The second spot, “Time”, shows the same man driving around in his Golf with his three best friends the night before the wedding. As the man prepares to head into the church, the words “Drive until it’s time.” appear. In order to complete the trilogy, Volkswagen Canada will ask fans what the next chapter in the “Drive Until…” series should be. From there, Volkswagen and advertising agency Red Urban will work with the fans to generate the script, make decisions on actors, music and a number of other key decisions.

Advertising Agency: Red Urban, Canada
Creative Director: Christina Yu
Art Directors: Christina Yu, Damian Simev
Copywriters: Matt Syberg-Olsen, Jon Taylor
Agency Producer: David Isaac
Account Supervisor: Sonia Ruckemann
Account Director: Caroline Kilgour
Director: Jean-Michel Ravon
Production Company: Untitled Films
DP: John Houtman
Executive Producer: Lexy Kavluk
Line Producer: Tuula Hopp
Editorial: Rooster Post Production
Editor: Paul Jutras
Assistant Editor: Yumi Suyama
Colourist: Eric Whipp / Alter Ego
Online / VFX: Track & Field VFX
Flame Artists: Ernie Mordak & Andrew Rolfe
Music / Sound House: Apollo Studios
Producer: Didier Toval
Music Track: “ Keep The Lights On” by Wave Machines
Co-prod: Carling Doubt & Angelina Milanovic
Engineer: Brad Nelson
Assist Engineer: Harry Knazen
 

The TV Commercial titled Drive until was done by Untitled Films advertising agency for product: Volkswagen Golf (brand: Volkswagen) in Canada. It was released in the Jun 2011. Business sector is: Cars.