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Home / Pro Driver Maryeve Dufault Features in High-Performance Volkswagen Jetta Ad

Pro Driver Maryeve Dufault Features in High-Performance Volkswagen Jetta Ad

While most car companies use exotic backgrounds, slick camerawork and elaborate CGI to prove their car’s driving dynamics, Volkswagen Canada (VW) knows it doesn’t require all that to demonstrate the high-end performance of the All-New 2019 Jetta GLI. Instead, VW took the opposite approach. The automaker empowered the locals of a small Canadian city, including VW fans, skateboarders, and even a dog to capture the performance of the Jetta GLI as it flies through their streets, using their phone cameras, point-and-shoots, drones and GoPros to record footage for its latest advertising campaign.

“With full sport suspension and 228 horsepower, the GLI is the most powerful Jetta ever,” says Virginie Ludmer, marketing manager, Volkswagen Canada. “It’s such an exciting, eye-catching ride, we knew people would want to capture footage of the vehicle in action. So, instead of filming our own ad, we wanted to show off the Jetta GLI through the eyes of our fans.”
The attention-grabbing, stunt-filled film, “Power to the People,” edits multiple shots from the same angles taken by nearly 100 people to tell the story of Nascar driver Maryeve Dufault returning to her hometown of Sorel-Tracy, Quebec, for an adrenaline-charged joyride in the Jetta GLI.

Developed in partnership by DDB Canada and performance driving and content crew Hoonigan, director Brian Scotto, famed director of the Ken Block’s Gymkhana series, armed locals with a how-to of optimal camera angles and techniques; but also, with the creative freedom to capture the unexpected and to experiment. The content was then woven together to tell a high-performance story of the car from the people’s perspective.

“VW has always been the people’s car, so it was only natural to enlist them to tell our story,” says Brent Choi, CEO and chief creative officer, DDB Canada. “That said, this isn’t your every day crowd-sourced film.”

Campaign creative includes a 90, 30 and 15-second versions of the film, in both English and French, which appear in cinemas and online. A YouTube masthead digital and social advertising, and in-cinema games round out the campaign. The five-week campaign launched on June 09, 2019 with Touche! responsible for media planning and buying.

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Mitsubishi is redefining adventure with the launch of its new campaign, “Adventure Redefined,” created for the new 2020 Outlander Sport by Sausalito-based agency, BSSP. Despite what we commonly see in CUV/SUV advertising, the legacy car brand reminds us that adventure doesn’t always have to be about an epic trip into the wilderness but is unique, curated, and different for every person. The spot portrays the vehicle in an authentic manner that speaks to its real-world versatility while highlighting its new front-end and latest safety features.

The campaign builds upon the “Small Batch” brand campaign that launched back in April and established a new, sophisticated look and feel for Mitsubishi Motors North America, showcasing a small lineup of well-built vehicles that focus on the features that matter most to its drivers. The 2020 Outlander Sport is the newest update to Mitsubishi’s Small Batch lineup, crafted for any adventure in mind – whether that be off-road Saturdays, ice cream Sundays, or manic Mondays. The campaign consists of television/video, digital, paid social, and POS.


Mitsubishi Motors North America:
Fred Diaz (President and Chief Executive Officer)
Mark Chaffin (Chief Operating Officer)
Kimberley Gardiner (Vice President and Chief Marketing Officer)
Kimberley Ito (Manager, Advertising)
Vanessa Lam (Sr. Specialist, Marketing and Advertising)
Kathy Seshiki (Manager, Marketing)

Butler, Shine, Stern, and Partners:
Elizabeth O'Toole (Producer)
Vince Genovese (Exec Director Production / Partner
Chris Cummings (Chief Strategy Officer / Partner)
Anders Gustafsson (Group Creative Director)
Savannah Hicks (Senior Art Director)
Ashley Suarez Wood (Senior Copywriter)
Mike O'Malley (Group Business Director)
Michelle Finelli (Account Director)
Sohail Bhatia (Strategy Director)
Tricia Kresneski (Business Affairs Manager)

Production: Industrial Film
Vic Huber (Director)
Jeff McCoy (Producer)
Rosslyn Luke (Production Manager)
Ryan Lippert (1st AD)

Post Production Company: 1606 Studio SF
Brian Lagerhausen (Editor)
Cameron Maidenberg (Assistant Editor)
Jon Ettinger (Executive Producer)

Finishing House: Ntropic
Ayumi Ashley (Color Grade)
Ethan Chang (Conform)

Music: Massive Music

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