Broadcast News

Bookmark and Share
05/05/2009

Anderson Brings Hollywood 'Vroom' To New Golf GTI Spot

The British-born Hollywood director, producer and writer, Paul WS Anderson, has completed his advertising debut with a high-octane spot for the new VW Golf GTI - the first car commercial to be aimed at advanced drivers over the age of 21.
Produced through The Mob Film Company ( www.mobfilm.com) for DDB Berlin, the 45-sec ad harnesses film industry crew and techniques, to show off the car's capabilities with a thrilling edge-of-the-seat ride, that earned Anderson a standing ovation from the VW board.
Anderson's brief, from DDB agency creatives Till Eckel and Johannes Hicks, focused on the campaign idea of advanced driving - to showcase the car's performance and style by shooting the spot like a Hollywood action movie, to bring viewers closer to the action than ever before, and to make pulses race! This proved a natural step for Anderson, who spent two years filming cars for Death Race, his spectacular re-make of the cult '70s feature about motor racing, released in autumn 2008.
Set during 'magic hour' and infused with exhilarating movie-style action, a gleaming white 2009 Golf GTI accelerates along an industrial dockside. The car cuts through the austere environment with breathtaking powerslides, adrenaline-filled reverses, and heart-racing zigzags, before squeezing under the descending door of a disused warehouse.
As it comes to rest, the action cuts to the car's interior, where the driver dangles the keys tantalisingly to the 18-year-old passenger and says... "Only when you are 21". The strap line reads, 'For advanced drivers only'. In Germany, the comic payoff is that the driver is played by Smudo, legendary rapper and car fanatic.
The spot was shot on location in Los Angeles, produced by The Mob's John Brocklehurst and employed Hollywood crew plus equipment specifically devised for Death Race. Three cars were used, with top Hollywood stunt driver and world champion 'drifter' Samuel Hubinette behind the wheel. The DP was leading automotive cinematographer Sebastian Pfaffenbichler.
Along with exhilarating head-on helicopter shots skimming less than a metre above the car, the spot also made full use of the latest camera rigs - never-before deployed in commercials - to create visually dynamic and unique shots of the car in action.
These included a Basketball Rig, enabling the car to powerslide directly into the camera lens, without damaging the car or the camera; a SuperSlider allowing the camera to glide just millimetres above the roof of the Golf GTI as it races underneath; and Skateboard Wheels that let the car be manoeuvred within a hairs' breadth of walls and corners.
Paul WS Anderson said: "I intended this as an immersive experience, to put viewers on the edge of their seats and keep them there. i wanted them to feel like they are behind the wheel of the most intense and stylish VW Golf to ever hit the streets. I think VW might have been a little worried I might blow the cars up at some point, but we gave all three cars back, still gleaming white and without a single dent."
DDB Berlin creative Till Eckel commented: "We needed to make the campaign idea about advanced drivers feel right, so we focused on performance in a way not seen in advertising before - which is were Paul came in. He understood the idea right away and pushed everything to the limit. Even more than the new techniques he used, his high requirements and expectations from the entire crew helped us to reach our goal. He proved that you do not need cars fitted with machine guns to create car scenes that take your breath away."
The spot was planned and shot entirely in-camera, with no visual effects added in post production. It was graded at Moving Picture Company by Jean-Clement Soret, with editing at Pirates n' Paradise in Berlin. The production received a standing ovation when it was presented to the VW board in Berlin. It will initially air in Germany and Luxembourg and is pencilled for global release.
Anderson, who was born and raised in Newcastle-upon-Tyne, England, is represented worldwide for commercials by The Mob Film Company. His motion picture productions Mortal Kombat, Resident Evil and Alien vs. Predator have collectively grossed more than $1.5 billion dollars worldwide.
To view the new VW Golf GTI spot, please visit: www.mobfilm.com/latest.
(KMcA/BMcc)
Solidmate Ltd Memory Card Hire London

Top Related Stories
Click here for the latest broadcast news stories.

28/02/2024
A Hole In One: LiveU And Disc Golf Remote Production Case Study
Disc Golf may not be a sport immediately familiar to many, but it has a long history dating back as far as the early 1960s. Previously known as frisbe
03/10/2023
SBS Golf Relies On LiveU
SBS Golf has turned to LiveU for the live production of its 2023 professional golf tournaments. LiveU's IP-video solutions and on-site workflow offer
29/06/2022
Vewd Solution Integrated With Renesas' R-Car H3e And R-Car M3e SoCs
Vewd has announced that its Vewd for Automotive white-labeled, cloud-managed content aggregation and monetization solution has been integrated with Re
27/03/2006
Nexus duo complete Renault Megane spot
Nexus Productions directing duo Smith & Foulkes have created a surrealist spot for Renault Megane in Spain that seamlessly blends a live-action car wi
23/02/2004
The Mill complete life-size Ford Fiesta pinball spot
Director Antoine Bardou-Jacquet has completed a high-profile car spot with The Mill, ‘Pinball’, for the Ford Fiesta. In order to create a natural look
06/06/2007
Milagro Post Brings Dodge 'Fantasticar' To Life
Milagro Post has completed a sleek DI project for a BBDO Detroit spot, directed by Dana Christiaansen of Plum Productions, for the upcoming movie, Fan
06/01/2023
Xperi To Exhibit Innovations In Home Entertainment And Connected Car
At CES 2023, Xperi Inc will demonstrate its commitment to delivering extraordinary experiences for consumers, allowing them to enjoy the highest quali
24/09/2021
NantStudios Delivers Commercial For Luxury Car Brand
A quick and seamless experience marks NantStudios' first deployment of disguise in a cutting-edge virtual production commercial shoot. The team was ab
19/04/2004
Framestore CFC designs new Renault Scenic spot
Framestore CFC have provided the impressive video FX and other postproduction touches for the new Renault Scenic spot. Entitled ‘Drivies’, the new spo
07/11/2022
ACCESS Europe Partners With Famobi
ACCESS Europe has partnered with Famobi further extending the variety of in-car entertainment. The partnership enables automotive OEMs to deliver game
07/02/2020
Vattenfall Solar Team Equips Solar Car Convoy With AVIWEST Solution
AVIWEST has announced that the Vattenfall Solar Team recently equipped its solar car convoy with AVIWEST's AIR Series ultra-compact HEVC bonded-cellul
29/07/2019
New Show Car Crews With Supercar Blondie To Launch On Insight TV
Insight TV has announced that its new show Car Crews with Supercar Blondie, starring social-celebrity and supercar fanatic Alex Hirschi — aka Supercar
02/07/2019
Production News : New Car Show To Air On ITV4
ITV has announced a new car show, Speed Freaks, which will air on ITV4 later this summer. From Keshet Productions, the 6 x 60' series will see entrepr
20/11/2017
Production News : Peter Kay's Car Share To Return
Peter Kay has announced that his show Car Share is to return to BBC One for two new specials. The comedian confirmed the news during an appearance on
07/02/2017
Profanity Delay At Jude Law Live Car Launch
Time Delay TV supplied the profanity delay equipment to CTV for a Live Lexus Car Launch – The Life RX Live with Jude Law. The broadcast was transmitte