AD OF THE DAY: VW Polo Mk.4

This was a launch ad for the new mark 4 VW Polo in 2002.

It uses one of the oldest techniques in the book: demonstration.

Mix it with understated humour and you get a cracking ad.

Totally on brand too.

Called ‘Tough for Cops’ the ad was developed at DDB London.

• Creative directors: Jeremy Craigen and Ewan Paterson

• Art directors/copywriters: Dylan Harrison and Feargal Balance

• Art director Nick Allsop

• Copywriter Simon Veksner

• Photographer Paul Murphy

• Typographer Kevin Clarke

This ad won:

• Gold in Eurobest 2003

• Press Grand Prix at Cannes 2004

• Gold Clio Awards 2004

• Gold at The One Show 2004

• Gold, Silver and Bronze Advertising Creative Circle Awards in 2004

• Gold and Silver in the 2004 Campaign Press Advertising Awards

• Gold at the Euro Effies, 2004

In fact, this ad was so good that French agency TBWA\PARIS paid homage to it in an ad they created afterwards.

The new Nissan 350Z had been voted, ‘la plus belle voiture de l’année’. Or, the most beautiful car of the year.

So they made this the focus of the ad.

Instead of sheltering behind the car, the cops are protecting it.

Genius.

• Creative director: Erik Vervroegen

• Art director: Jessica Gérard-Huet

• Copywriter: Jean-François Bouchet

• Photographer: Richard Dobson

Even smart got in on the act.

(Sorry about the image quality, it’s the best I could find)