Volkswagen Canada is trying something new with its recently launched “Drive Until…” campaign: creating an ad by committee.
The carco is soliciting Canadians through Facebook to become involved in the creative and production process of the third installment of “Drive Until…” in real time. Aspiring creatives across the country are being encouraged to help determine what the next chapter of the campaign should be. Once the story’s been set Red Urban, VW Canada’s AOR, will work with fans to craft the spot, including script development, choice of music and casting. Given that Volkswagen translates as “the People’s Car,” it’s a particularly apt creative direction for the brand to take.
“The ‘Drive Until…’ project encourages a different form of fan participation,” said Christina Yu, CD, Red Urban Canada, in a release. “We’re not simply asking people to submit an idea that we then produce. We’re really extending the creative partnership we have with Volkswagen to our fans. Not only is it a really interesting thing to participate in, it democratizes the process in a way that fits with the Volkswagen brand.”
Two “Drive Until…” spots have already aired. The first, which launched in May, is centred on a gent who drives laps around the block in his VW Golf as he mentally prepares himself to propose to his girlfriend. The tagline “Drive until you find courage” appears once he decides to pop the question and parks in front of her house. The second, which aired at the beginning of June, shows the same man in his car with his buddies driving around in his Golf on the night before the wedding. The tagline “Drive until it’s time,” appears as he gets set to head to the church.
