‘Fame, feeling and fluency’: How DDB created an ad ‘too powerful for TV’
How do you demonstrate the power behind a car in an ad without it being pulled off air? DDB’s chief creative officer Ben Welsh explains how the agency managed to portray an ad ‘too powerful for TV’ and how he addressed the declining quality of car advertising.
Portraying the power behind one of Australia’s most powerful utes wasn’t easy for Volkswagen and its long-standing creative agency of record DDB Sydney, but by applying the theory of “fame, feeling and fluency”, the duo managed to create an ad “too powerful for TV”.
The ad, which sells the Amarok V6 while addressing the struggles Australian car manufacturers face when trying to portray the power behind vehicles without the ad getting banned, was born from using the formula of “fame, feeling and fluency” with a touch of parody.
Ben Welsh, chief creative officer at DDB, tells Mumbrella the ad endeavoured to be fresh, but it needed to build on the past work that had been created for the Amarok.
This is genius. Well done to all involved!
This is nice work, good stuff everyone involved.
One point – is ‘Fame Feeling & Fluency’ not the methodology developed by Brainjuicer / System1 behavioral agency? I’m pretty sure it is. Might have been nice to hat tip them i would have thought…seeing as it appears that their thinking was the catalyst for this approach?
Nothing more cringeworthy than ads about making ads. Advertising people pole just below real estate agents. Why would you put them in your TVC? Someone’s up their own butt and someone in the advertising media is kissing it