Volkswagen has rolled out a TVC conceptualised by DDB Mudra for its new Jetta sedan. The film went on air in 23 March.
The film 'stars' a group of (animated) chameleons dwelling alongside what seems like a highway. One of them notices a car (the new Jetta) in the distance and instantly develops an obsession for the grey coloured car, changing colour from green to grey and black. Fellow chameleons notice the transformation, as does the lead protagonist in a river reflection, much to their disapproval. As the new Jetta whizzes past, the grey-and-black chameleon jumps on to the grill, camouflaged against it in its new colours. The sound track 'I'd give up everything to be with you' complements the storyline and the sign off: 'The new Jetta – Worth everything'.
Kamal Basu, head – marketing and PR, Volkswagen Passenger Cars, said, “Volkswagen advertising has a unique tone and the brand always tries to set new benchmarks with its campaigns. We wanted to do something unique for the new Jetta, and the DDB Mudra team has worked on the brief very well. We believe that the final outcome has been fantastic and the team is excited with how the new Jetta campaign has shaped up, and with the overwhelmingly positive response that we have got.”
Rahul Mathew, creative head, DDB Mudra West said, “In Volkswagen commercials we always try to capture simple emotions that our cars evoke. And then tell it a charming and refreshing manner. For the new Jetta the emotion was a no-brainier -- desire. And then used a chameleon to bring out the different shades of this desire, quite literally.”
The TVC was supported by OOH and interactive initiatives.
Agency: DDB Mudra West
Chief creative officer: Sonal Dabral
National head planning: Aditya Kanthy
President: Rajiv Sabnis
Creative: Rahul Mathew, Manish Darji, Ferzad Variyava, Karunasagar Sridharan, Preeti Verma, Mandar Khatkul, Riti Hamlai, Sagar Moriye, Manuja Patil
Account management team: Anurag Tandon, Giridhar Bhat, Shivavrata Sarkar, Hemant Joshi
Strategic planning team: Mou Roy, Deboleena Chatterjee
Films team: Vishal Sane, Vishal Agarwala