This advert wasn’t on TV much (I only saw it on Dutch television once) but it immediately grabbed my attention when it aired in june 2010. An exceptional video, featuring some very suitable ambient work by – I suspect – Jon Hopkins, reminiscent of Tim Hecker. Especially the ending, with a deep bass, is absolutely stunning.
The advert showcases the car’s three driving modes of Econ, Sport and Normal – and reflects the changing moods of the driver in each of the settings. This is reflected in the video by using an RGB effect for each driving mode. Judging the scenes, my guess is that it was filmed in Barcelona, Spain.
Hands down the best car advert I have seen recently. Or possibly ever.
Agency: Wieden+Kennedy London, directed by Frank Budgen. Creatives: Sam Heath, Chris Groom