Title | VOLKSWAGEN - DISTRACTAD |
Brand | VW COMMERCIAL VEHICLES |
Product / Service | VOLKSWAGEN AMAROK V6 / ADHD NZ WEBSITE |
Category | A03. Durable Consumer Goods including Automotive |
Entrant | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Idea Creation | DDB NEW ZEALAND Auckland, NEW ZEALAND |
Media Placement | NZME Auckland, NEW ZEALAND |
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 |
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.
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.
Kiwis – a colloquial term for a New Zealander