Thinkboxes May/ June 2013 Winner: Volkswagen ‘Baby’ by adam&eveDDB

With its long history of creative excellence in TV advertising, Volkswagen has set itself a high bar in terms of ensuring new work that matches that quality.

But ada&eveDDB’s commercial highlighting its latest fuel-saving technology conjures up all that is best about VW creative: an essential family truth at its heart, strong performances and a brand message simply conveyed.

Many parents will have resorted to middle-of-the-night driving in a vain attempt to get their fractious babies to sleep, and this situation is delightfully exploited here.

In this ad, however, the father’s best efforts are repeatedly thwarted as, when he has to stop at red traffic lights, the VW fuel-saving Start/Stop technology kicks in and the engine goes silent. His sleeping baby, previously lulled by the car engine, promptly wakes up screaming. Finally, the father pulls up alongside another car, driven by a man going through exactly the same ordeal. The voiceover concludes: “At least you’ll save money on fuel.”

We have been able to communicate a technical message in an effortless and engaging way that reflects the warm and human side to our brand. We selected Start/Stop technology as it’s easy to understand and available across our range, although we chose the Tiguan and Golf as our feature models as they are both popular and versatile family cars.

Kirsten Stagg National Communications Manager

Client Kirstin Stagg, Volkswagen; Ad agency adam&eveDDB; Creative team Nikki Lindman, Toby Brewer; Production Outsider; Director James Rouse

A view from a Thinkbox Academy member on this month's picks


Classic Volkswagen. Simple, well executed. Made me smile. Subtle job with the CGI.

Elspeth Lynn Creative Director, FCB Inferno

Other ads on the podium

Robinsons: Pals (2nd)

  • Creative agency BBH 
  • Creative team Matt Moreland, Chris Clarke, Sarah Hardcastle, Elliot Shiels
  • Clients Helen Gorman, Jonathan Gatward
  • Production company Academy Films 
  • Director Si & Ad

Cesar: Love Them Back (3rd)

  • Creative agency Abbott Mead Vickers BBDO
  • Creative team Diccon Driver, Alan Wilson
  • Client Miranda Sambles
  • Production company Rattling Stick
  • Director Andy McLeod

Also shortlisted

Strongbow: Moment of Truth

  • Creative agency St Luke’s
  • Creative team Al Young, Julian Vizard
  • Client Michael Gillane
  • Production company Rogue
  • Director Sam Brown

Tango: Argh!

  • Creative agency BBH
  • Creative team Gary McCreadie, Wesley Hawes
  • Clients Simon Grove, Jonathan Gatward
  • Production company Biscuit Filmworks
  • Director Tim Godsall

Click here to see who won the previous award

Click here to see who won the previous award
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