Insight about the relationship between car and driver taps into deeper themes.
This ad has been described as 'classic VW', meaning that here we have a lovely insight, executed with charm and craft. I agree.
The film cuts together scenes of people messing about in roofless vehicles, from go-carts to dodgems. We're asked 'Remember how the cars you had most fun in never had a roof?' and are shown the Golf Cabriolet in a (comparatively charmless) coastal road shot; then the (somewhat baffling) title 'The Golf among the cabriolets'.
I'm not a car person, but I like this ad. First, it left me smiling. At a time when we hear endless reports of motorists' misery, cars and smiling are rarely in the same sentence. And let's face it, if I were to entertain buying a car, especially a new one, in this financial climate, and a soft-top after the summer we've had, it would be because I believed it could make me happy.
Second, in the best tradition of VW ads, this observes the simple truth that cars need drivers and drivers are people. Rather than trying to sum up the model in a snappy line, there's an insight here about the relationship between car and driver that taps into deeper themes of childhood, freedom and fun.
Third, at a stretch it might leave me thinking the normal Golf was less boring than I had previously thought, thus haloing back on the main brand.
It's puzzling that …