Volkswagen's Musical Car Ad Interprets a Song Three Ways for Three Cars
Laura McQuarrie — December 17, 2013 — Autos
References: youtube & creativeguerrillamarketing
The ‘Volkswagen Beetle: 3-Track’ is a musical car ad that conveys the personalities of three different cars, all with the power of music. Red Urban Canada orchestrated the commercial, using the same song for for all three cars, but with a different delivery for the various colors of Volkswagen. The video runs a little lengthy at 11 minutes, but it’s worth seeing how each of the songs compares to one another.
The red car gets a “playful” melody with ukeleles, computer-generated sounds, jingling keys and manipulating on the body of the car for a range of songs. The yellow Volkswagen is represented by a “soulful” jam, which has a completely different tone and filter from the first video entirely — the choir helps too. Finally, the “powerful” rendition for the black Volkswagen lets the instruments do the talking with all the trappings of a rock band.
Considering how fast musical videos can spread across the Internet, Volkswagen’s commercial is on the right track, even if it does run a little long.
The red car gets a “playful” melody with ukeleles, computer-generated sounds, jingling keys and manipulating on the body of the car for a range of songs. The yellow Volkswagen is represented by a “soulful” jam, which has a completely different tone and filter from the first video entirely — the choir helps too. Finally, the “powerful” rendition for the black Volkswagen lets the instruments do the talking with all the trappings of a rock band.
Considering how fast musical videos can spread across the Internet, Volkswagen’s commercial is on the right track, even if it does run a little long.
Trend Themes
1. Musical Car Ads - Disruptive innovation opportunity: Explore new ways to use music to convey the unique features and personalities of different cars in advertisements.
2. Color-based Car Personalities - Disruptive innovation opportunity: Create marketing campaigns that tailor the style and tone of advertisements to match different car colors, enhancing customer engagement.
3. Long-format Commercials - Disruptive innovation opportunity: Experiment with longer ad formats to tell more engaging stories and capture viewers' attention in a crowded advertising landscape.
Industry Implications
1. Automotive - Disruptive innovation opportunity: Use innovative advertising strategies to differentiate car models and appeal to diverse customer preferences.
2. Music - Disruptive innovation opportunity: Collaborate with automotive brands to create unique musical experiences that promote their products.
3. Marketing and Advertising - Disruptive innovation opportunity: Develop creative, long-format commercials that captivate audiences and effectively communicate brand messages.
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