Thursday, May 31, 2007

That Richard Burton Fella Can Act A Bit


Lovely new Golf ad, from my former muckers at DDB London.

Great insight about the pleasure of driving at night, beautifully shot, and most of all, it's cool, which is exactly what the Golf brand needs.

But what really stands out for me is that voiceover.

It's just mesmeric, isn't it?

21 comments:

Jetpacks said...

Great choice of monologue to build a mini-film around.

One thing I would change (because I'm an asshole and have to make some criticism): the Burton bits are full of hiss and don't mesh well with the soft usic track. Id' have filtered those to match.

Anonymous said...

Hmmm. Is it a great ad? Take away Richard Burton and you've just got driving footage. A bit like that Alfa ad you (quite rightly) panned a few entries ago. It's nice, but not as good, not even in the same ballpark as, that Skoda cake ad.

Scamp said...

Maybe not the equal of the Skoda ad, I agree.

But it is a bit more than just driving footage and a great VO though - don't forget that insight about the pleasures of driving at night. That is something we haven't seen before.

J said...

Why would you even want to take out richard burton in first place? It's like saying take out 'Jose Gonzalez' and all you've got is bouncing balls.

Following that logic is like saying: 'the beach is shit, you take out the water and it's a bloody desert'

Anonymous said...

Agree. Richard Burton's voice is money. must have been nerve-racking negotiating the rights to that one.

Producer: "Sorry lads, can't get the Richard Burton track but the good news is Ricardo Montalban has expressed an interest!"

Anonymous said...

Sorry J, But Jose Gonzales wasn't the idea - the balls were. Take away Gonzales and you've still got a bloody brilliant visual image. If you're saying Richard Burton reading a poem is an idea, then I'd say it's a pretty flimsy one. He's not an idea, he's a soundtrack and take him away - you haven't got very much. Don't get me wrong, this is a damn good car ad. But as good as cake, and balls for that matter if we're really talking about 'ideas' - no

Anonymous said...

Though I like Dylan Thomas' poem and I like Burton's read (I even liked the hiss) I found the visuals a bit boring. Which proves, if nothing else, that advertising is utterly subjective.
P.S. I bet the best bits were taken out by the leaden hand of the client.

richard huntington said...

Richard Burton is fantastic of course though I'm not sure the insight is really strong enough - I think I'd take some convincing if a planner came up with that on my watch. And if the creative team came up with it what was the bloody planner up to?

But my real problem is DDB's work continues to undersell VW in the UK. The golf deserves better. VW deserve better. The ads have become the product not the cars.

Time for a fundamental rethink not another nice ad.

Security Dog said...

That was so awful, I had to write about it.

writer said...

It is good because it is a beautiful poem, an immortal voice that rings down the ages, beautiful images and beautiful atmosphere.

Advertising and all who sail in her is sunk if it fails to see that you cannot get any better than that.

Take away Shakespeare and all you've got is some dude standing on a raised platform?

Christ. Some people totally don't get it. I wish they'd get out of advertising.

Eugen Suman said...

it's absolutely gorgeous. i'm sorry that some people seem to think that if they don't get it then it's not worthy of mention...

Anonymous said...

See? Subjective.

Security Dog said...

Writer, if you took Shakespeare away, there's the possibility that the dude on the raised platform may just come up with something original.

Anonymous said...

I wonder if Scamp is being kind to his old muckers? This ad is boring and indulgent. It's not a great insight as Richard H says and I'm pretty sure there's an American car ad form a few years back which is the same insight. By it's own high standards VW ads have been pretty lame of late - the middle aged crisis men being another example

writer said...

Security Dog, Richard Burton might have been eloquent, but he was not Shakespeare.

Anonymous said...

let's face it, the reason it works is it's got celtic soul.
Cymru am byth!

Anonymous said...

I love it. It reminds me of that R White's Lemonade ad where the guy sneaks downstairs to drink lemonade in the middle of the night. Or that Saab ad where he goes driving when the football is on or that ad where the weatherman...

Anonymous said...

It's brilliant. It's nearly as good as those Prudential ads from a few years ago (or "back in the day" as irritating arseholes say), where you saw intesting footage with a VO reading poetry.
Though they made the Prudential ads slightly better using the old creative trick of making the footage interesting to look at.

Anonymous said...

yes the spot resembles other things done in the past but what doesn't?

i've seen things made of cake before too but not a car. and not to that degree. so well done skoda. even though Fallon didn't invent cake.

these guys got richard burton's reciting poetry for a car ad on the telly. never seen that particular one done before. and it's chilling and cool and different. so yay! for ddb.

time for a stella!

Lee McEwan said...

VW have been here before haven't they?

Arnold created this ad for the Golf called "Milky Way" about the pleasures of night driving with a soundtrack by Nick Drake a while back ...

http://www.youtube.com/watch?v=8vptGhAUukc

Via an entry in the blog of WCRS planner Simon Law ...
http://www.simon-law.com/archives/13

tom said...

From a pleb who has NOTHING to do with the advertising industry, this ad is SUPERB! That voice ,those words, the music, everyone in our house has to hush when its on! I've turned so many people on to it! The cake ad is clever yes but in a contrived sort of way. You've seen it once or twice and its flick over time but the vw ad is timeless and never boring! I would love to night drive with Burton rteading Dylan Thomas !! SOB