'Compromises' by adam&eveDDB for Volkswagen Tiguan

Thinkboxes September/ October 2014 winner

The TV spot for the Volkswagen Tiguan, 'Compromises'- in which a father makes everyday sacrifices as a result of his unconditional love for his children- has won the September/October 2014 Thinkboxes Award for TV ad creativity.

Created for VW by adam&eveDDB, the ad depicts a loving family man putting his own wants second - taking his daughter to ballet class rather than going to play golf, for example, and missing a goal by his team because he has to escort his son to the toilet at a football match. Yet, despite the many trade-offs he willingly makes, our hero finds there's one thing in life he does not have to compromise on: his choice of car.

We wanted to depict a clear role for the Tiguan in real-life situations that reflected, with charm and accuracy, those daily moments that all parents will recognise in their own lives- something we believe the spot achieves in classic Volkswagen style

Sally Mawson National Communications Manager, VW

Client Sally Mawson; Creative agency adam&eveDDB; Creative team Toby Brewer and Nikki Lindman; Production Company Outsider; Director James Rouse

Other ads on the podium

Marks & Spencer: Adventures In Imagination (2nd)

  • Creative agency Rainey Kelly Campbell Roalfe/Y&R
  • Creative team Chris Hodgkiss, Pip Bishop
  • Client Nathan Ansell
  • Production company Foodfilm
  • Director Michael Roulier, Philippe Lhomme

The Guardian: What A Weekend (3rd)

  • Creative agency BBH
  • Creative team Michael Russoff, AK Parker, George Brettell
  • Client Richard Furness
  • Production company HLA
  • Director Simon Ratigan

Also shortlisted

Nicotinell: Great Things Can Happen

  • Creative agency Wunderman UK
  • Creative team Matt Batten, Olivia Wagner, Alessandro Miasi, Dan Fastnedge, Andrea Foresi
  • Client Zuzana Bustikova
  • Production company Mustard Films
  • Directors Matteo Bonifazio, Nick Papworth

Thomson: Bear

  • Creative agency BMB
  • Creative team Rachel Miles, Michael Tsim
  • Client Jeremy Ellis
  • Production companies Park Pictures
  • Director Tom Tagholm

A view from a Thinkbox Academy member

The bear is cute, the ad is beautifully shot and I’m sure Miles the teddy is a marketer’s dream – ‘Miles into smiles’ and all that. But the one thing that lifts this Thomson spot above the rest is THEY GOT WILLIAM BLOODY SHATNER

Vicki Maguire Deputy Executive Creative Director, Grey London

Click here to see who won the previous award

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