Case study--Volkswagen Polo "Cops" & Nissan 350Z "Cops"

Case study--Volkswagen Polo "Cops" & Nissan 350Z "Cops"

Volkswagen Polo_Cops_Small but tough. Polo

上面是福斯的汽車廣告。眾所週知，福斯車以板金強硬為賣點。警察們圍捕槍擊要犯時，通通都選擇躲到福斯車後面去躲子彈 ....

結果NISSAN 日產汽車公司沒多久也推出相同編排的廣告稿.... 這次警察們竟然通通都跑到一台日產跑車350Z的前面去了。各個都舉槍瞄準 ....你看出他們的含意了嗎？

Volkswagen Polo "Cops, Small but tough. Polo..."
Context
Volkswagen is a brand that has to appeal to many audiences, with many different product offerings. It has to do this whilst retaining overall brand values which support its individual product messages.
Philosophy/Solution
Volkswagen’s new (as of 1995) mass market volume objectives have meant many campaigns have been developed for model specific target audiences. However, we have maintained a degree of cross-campaign coherence by creating a common tone of voice across all campaigns. We have also ensured that the single messages we try to deliver about each individual model – Polo’s sturdiness, Golf’s refined classiness, Passat’s engineering attention to detail – are ultimately common Volkswagen engineering values.
Results
Volkswagen were DDB London’s founding client in 1968 and in 2005 The Gunn Report named them as the most creatively awarded client in its history.
Over the course of our relationship with Volkswagen we have won 5 Effectiveness Awards and scores of creative awards.
The work featured on this page is some of our most recent.
Title: "Cops"
Agency: DDB London
City: London
Agency: DDB Berlin, Berlin
Advertiser: Volkswagen
Brand Name: Volkswagen
Product Name: Polo
Date of First Publication: 1/7/2003
Market: Germany, United Kingdom
Country of Production: United Kingdom
Language: English
Type: Print
Tagline: Small but tough. Polo
Awards: Eurobest, 2003 (Gold) for Cars
Awards: Advertising Creative Circle Awards, 2004 (Gold) for Best Magazine Advertisement
Awards: Advertising Creative Circle Awards, 2004 (Silver) for Best Newspaper Advertisement
Awards: Advertising Creative Circle Awards, 2004 (Silver) for Best Women's Magazine Advertisement
Awards: Advertising Creative Circle Awards, 2004 (Silver) for Best Photography
Awards: Advertising Creative Circle Awards, 2004 (Bronze) for Creative Review Honour for Best Art Direction
Awards: Campaign Press Advertising Awards, 2004 (Campaign Gold Award)
Awards: Campaign Press Advertising Awards, 2004 (Gold Award) for Best Individual Advertisement
Awards: Campaign Press Advertising Awards, 2004 (Silver Award) for Best Motor Advertisement
Awards: Campaign Press Advertising Awards, 2004 (Silver Award) for Best International Advertisement
Awards: CLIO Awards, 2004 (Gold) for Automotive
Awards: The One Show, 2004 (Gold) for Consumer Newspaper Over 600 Lines: Single
Awards: Cannes Lions - International Advertising Festival, 2004 (Press Grand Prix) for Other Vehicles, Auto Products & Services
Awards: EURO EFFIES, 2004 (Gold) for Automotive
Awards: International ANDY Awards, 2005 (Bronze) for Automotive
Creative Director: Nick Allsop, Simon Veskner, Dylan Harrison, Feargal Balance, Jeremy Craigen, Ewan Paterson
Art Director: Dylan Harrison, Nick Allsop, Feargal Balance
Copywriter: Feargal Balance, Dylan Harrison, Simon Veksner
Account Planner: Hannah Wren
Account Manager: Martyn Farmer, Jason Lusty
Photographer: Paul Murphy
Typographer: Kevin Clarke
Coordination Advertising: International Achim Glokowski

Nissan 350Z_Cops_Voted the most beautiful car of the year

Nissan 350Z "Cops, Voted the most beautiful car of the year..."
Title: "Cops"
Original Title: "Policiers (anglais)"
Agency: TBWA\PARIS
City: Boulogne-Billancourt
Advertiser: Nissan Motor Corp.
Brand Name: Nissan
Product Name: 350Z
Date of First Publication: 2005/07/11
Market: France
Country of Production: France
Language: English
Type: Magazine
Tagline: Voted the most beautiful car of the year
Original Tagline: Elue "la plus belle voiture de l'année"
Creative Director: Erik Vervroegen
Art Director: Jessica Gérard-Huet
Copywriter: Jean-François Bouchet
Photographer: Richard Dobson