Retrospect.... Great copy – The Volkswagen ads By DDB Paris

It has become so difficult today to find a truly simple yet great ad. Clients are as difficult as ever, as a result, the creative team can become frustrated and in the end, nothing really remarkable is made. Isn’t is so simple to blame the client for our shortcomings though? It really is, but the truth is, it’s rarely their fault, not if everyone does their jobs accordingly.

You see, our jobs as creative types is to come up with original ideas adapted to a specific campaign. At this point, we go crazy; coming up with many, and I mean MANY different ideas that we filter before presenting them to the client. From this point on, it’s all about the pitch, how you present the idea. You could have the best concept ever, but if presented poorly, it won’t even pass the first wave.

But let’s be optimistic here, let’s say one of your ideas passes and, naturally, you’re very happy. Next step: production and design. We do our jobs, make things look pretty and whatnot and then… it happens.

Something we, in the advertising field, all fear…. We receive… terribly written copy. It’s happened to all of us before, at least once, if you’re lucky that is.

It has become incredibly difficult today to find good copy in great ads. Is it because great copywriters have become rare, or is it because we don’t let them work their magic? I guess it’s different in every situation but the fact of the matter is; your ad will fail if your copy is poor. It’s sad really, quite unfortunate, but it’s a team sport, we can’t do everything ourselves. If you come across a good copywriter, don’t let him out of your sight, because it’s quite possible you might never meet another again.

Am I exaggerating? You bet, that’s what we do in the advertising field, we blow things out of proportion to get a point across! But in all seriousness, it’s tough to find good copy in ads these days, so when it happens, it always brings a smile to my face. Take a look at these VW ads. Truly amazing copywriting/concept, they really live up to the image of VW that we’ve grown used to in the past decades. Hats off to the copywriter.

Advertising Agency: DDB, Paris, France
Creative Directors: Alexandre Hervé, Sylvain Thirache
Copywriter: Patrice Dumas
Art Director: Aurélie Scalabre

- Be phenomenally abnormal -