Title | A SONG OF LIFE FOR ALL COMMERCIAL DRIVERS |
Brand | VOLKSWAGEN COMMERCIAL VEHICLES TAIWAN |
Product / Service | T6.1 CARAVELLE |
Category | F05. Cultural Insight |
Entrant | IDEATA Taipei, TAIWAN |
Idea Creation | IDEATA Taipei, TAIWAN |
Production | TOFAR FILM PRODUCTION Taipei City, TAIWAN |
Name | Company | Position |
---|---|---|
Shi Wu Lung | Shi Wu Lung | Director |
Victor Ting | Volkswagen Commercial Vehicles Taiwan | Head of Marketing Department |
Shaina Liu | Volkswagen Commercial Vehicles Taiwan | PR & Marketing Communications |
Jackie Du | IDEATA Advertising Co., Ltd. | CEO |
Sammy Chen | IDEATA Advertising Co., Ltd. | Creative Director |
Mandy Chen | IDEATA Advertising Co., Ltd. | Senior Production Manager |
Lilian Yeh | IDEATA Advertising Co., Ltd. | Senior Art Director |
Davis Tseng | IDEATA Advertising Co., Ltd. | Producer |
Robin Hsiao | IDEATA Advertising Co., Ltd. | Account Director |
Pearl Wu | IDEATA Advertising Co., Ltd. | Senior Account Executive |
A woman comes across a T3 Caravelle from the 1980s, evoking her childhood memory of her life with her dad. With the soft rock "Happy!!! Drivers Love Song" by EggPlantEgg in the background, many moving flashbacks of her upbringing in a single-parent household emerge one by one: Dad cutting her hair, making breakfast, missing her birthday due to work, and taking her fishing in a stream to make up for it… There are also conflicts and struggles, especially when she gets the opportunity to study music abroad but can’t leave her father alone. In a blink of an eye, she returns from her studies abroad and takes over her father's business. At the same time, she painstakingly searched for the old car she saw on the road because every part of the car reminds her of her father.
“Mother tongues create emotional bonds” We chose a local dialect: A Taiwanese Hokkien song. Around 100 million people worldwide, including over 15 million people in Taiwan (65% of Taiwan’s population), speak Hokkien. “Evoking Taiwanese people’s collective memories” During the 1980s and 1990s, when the economy grew rapidly and business travel emerged. Asian fathers focused on their careers and inevitably missed some moments of their children’s growth. The story of a father and daughter depending on each other and sacrificing for each other is strongly evocative of that period in time and creates the greatest resonance. “Inspired by a true story” The T3 used in the film was sourced from the real-life subject who inspired the film. The car is over 30 years old. Details, including the Tatami space made by the father, has been retained in its original state. It also inspired the father-daughter interactions in the film.
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