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Volkswagen Beetle: 3-track

There is hardly anything better than listening to a couple of guys bust out a beautiful rhythm with a mood that can sway yours towards the direction of their melody. Music is a beautiful thing and that is why it is the most viral “thing” in the world.

Have you ever paused and actually thought how many superstar are out there now that actually started on myspace or youtube with nothing but their beautiful voice and music?

Volkswagen Understands It

Fortunately for Volkswagen, they have an agency that understands and recognizes the power of music.

With a single song, arranged three different ways, Red Urban Canada demonstrated just how a Volkswagen can also project different personalities solely based on the color of the body. Get red if you’re feeling playful, get white if you want to be soulful and get the yellow and black if you want to feel the power.

That simple message, however, would not have been communicated as swiftly had it not been for the simple and beautiful melody used in the video.

The amazing things is that the song didn’t even mention the brand, not even once.

Result

It has more than 49,000 views on YouTube. More importantly, it’s one of the few online videos that successfully pull the audience in. It’s almost impossible to drop the video once you start it because of the song.

The first arrangement ends past the 3 minutes. It already seems perfect but because it is perfect, it is unavoidable for anyone to be curious just how it will be arranged any other way.

It also successfully used the car as a part of the melody itself. It used the car doors as a percussion, the horn, the body, and other parts throughout the song. The way the sound was put in makes it almost indispensable to the whole song.

Lessons

Soft Sell Works

It goes to show that soft selling still works. It works as long as you have the right utilities, you don’t need to slam your brand hard. Just find a way on how you can make your brand a part of the art.

It doesn’t have to be short

Although it is still encouraged for people to keep their videos as short as possible, it is not that hard to successfully come up with a long video as long as you can keep the interest of the audience long enough.

Enjoy the beat.

Credits

Advertising Agency: Red Urban, Canada
Creative Director: Christina Yu
Art Director: Alicia Outschoorn
Copywriters: Cooper Evoy, Jon Taylor
Agency Producer: Andrea Hull
Director, Digital Strategy & Social Media: Nicole Milette
Account Director: Sonia Ruckemann
Sr. Account Executive: Beatrice Recio
Production Company: Untitled Films
Director: Wendy Morgan
Director of Photography: John Houtman
Executive Producer: Lexy Kavluk
Line Producer: Michael Smith
Editors: Dave De Carlo, Rooster Post
Flame Artists: Andrew Rolfe, Fort York
Colourist: Wade Odlum / Alter Ego
Senior Developer: Ricardo Peters

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.

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