VW Golf scoops inaugural Thinkboxes gong for best ad

by Staff Brand Republic 30-May-08, 15:30

LONDON - Volkswagen Golf 's 'enjoy the everyday' ad, in which a man is shown driving a car on many different days in a quick succession of fast cuts, has been named the inaugural winner of the monthly Thinkboxes awards.

The Thinkboxes are a new initiative that aims to recognise the best in TV advertising each month.

The ad was created by DDB London and overseen by Morna Steel, the communications manager at VW.

It shows a driver arguing with his partner, listening to music and experiencing mild road rage. It features a soundtrack composed by Paul Hartnoll of dance act Orbital.

Gavin Gordon-Rogers, one of the Thinkbox Academy judges and executive creative director at Agency Republic, said: "Volkswagen Golf is genuinely arresting. It even managed to make me want to sing along. I like it because it's about life, not about a lump of metal."

The 40-second spot followed VW's successful "dog" ad, in which a Jack Russell is shown travelling in the front seat of a car with its owner.

"Dog" also came second in the April Thinkboxes, whilst Audi took third place with "gymnasts", created by Bartle Bogle Hegarty.