VOLKSWAGEN - DISTRACTAD

TitleVOLKSWAGEN - DISTRACTAD
BrandVW COMMERCIAL VEHICLES
Product / ServiceVOLKSWAGEN AMAROK V6 / ADHD NZ WEBSITE
CategoryA03. Durable Consumer Goods including Automotive
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Media Placement NZME Auckland, NEW ZEALAND

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Gary Steele DDB Group New Zealand Executive Creative Director
Brett Colliver DDB Group New Zealand Creative Director
Mike Felix DDB Group New Zealand Creative Director
Aiken Hutcheson DDB Group New Zealand Copywriter
Stan Lee DDB Group New Zealand Art Director
Judy Thompson DDB Group New Zealand Agency Executive Producer
Casey King DDB Group New Zealand Senior Agency Producer
Milon Williams DDB Group New Zealand Audio Engineer
Anna Hall DDB Group New Zealand Senior Business Director
Aaron Hodgson DDB Group New Zealand Senior Business Director
NZME NZME NZME Media
Kirsty Judd Volkswagen NZ Marketing Manager Commercial Vehicles
Ella Street KiwiRail Marketing Manager Tourism
Helen Fitzsimons SKY TV Head of Brand and Sport Marketing

Write a short summary of what happens in the radio or audio execution or campaign.

In this radio spot, we start off hearing a regular retail ad for the new Volkswagen Amarok V6. But it slowly starts to go off topic, drifting from tangent to tangent, and the listener starts thinking “what is going on?” That’s when the rant is interrupted by our second voiceover, which explains that over 160,000 adult New Zealanders suffer from ADHD, and if the listener knows they also struggle to stay on topic, they may be one of them, and should visit the website for support. It then ends with a sponsorship message from VW.

Translation. Provide a full English translation of any audio.

MUSIC: Grungy rock VO: (Deep, grunty retail voice) The brand-new Volkswagen Amarok V6 has arrived. Hit the road on 20 inch alloy wheels and a 268 horsepower engine wi… MUSIC: Starts to fade out VO: (Suddenly questioning what he’s saying) How fast is one horsepower anyway? Not all horses are as fast as each other… If they were, horseracing would be pointless. (impersonating a commentator) “Coming ‘round the bend it’s neck and neck, it’s always neck and neck, why am I even here?...” Why are sports commentators even here? They just tell us what we’re seeing, while we’re seeing it. (impersonating a commentator) “The team you just saw score a goal, scored a goal!” It’s like how toddlers point at things and tell you what they are. We know that’s a rock sweetie, we were the ones who told you that’s a rock. We also told you not to put rocks in your mouth, so let’s n… (cuts off mid-sentence) MUSIC: Cuts off completely VO2: Consistently struggling to stay on topic can be a sign of adult ADHD, a challenge over 160,000 adult Kiwis live with. Learn how to manage and thrive at ADHD.org.nz. ADHD Awareness Month is proudly supported by Volkswagen Commercial Vehicles.

Cultural / Context information for the jury

Kiwis – a colloquial term for a New Zealander