A SONG OF LIFE FOR ALL COMMERCIAL DRIVERS

TitleA SONG OF LIFE FOR ALL COMMERCIAL DRIVERS
BrandVOLKSWAGEN COMMERCIAL VEHICLES TAIWAN
Product / ServiceT6.1 CARAVELLE
CategoryF05. Cultural Insight
EntrantIDEATA Taipei, TAIWAN
Idea Creation IDEATA Taipei, TAIWAN
Production TOFAR FILM PRODUCTION Taipei City, TAIWAN

Credits

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

Write a short summary of what happens in the film

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.

Please tell us about the cultural insight that inspired the work

“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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