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Volkswagen Brasil launched this short film, created by AlmapBBDO through Ilha 253, to celebrate its 70th anniversary, by transforming one last-edition Gol into the goalposts at the club where footballer Pelé became a star.
Over 42 years of uninterrupted production, Volkswagen Brasil has churned out more than 8.5 million units of the Gol, 1.5 million of which were exported. The model has been in production since 1980; it's been the most-produced, most-sold on the Brazilian market, and the most-exported, as well as having led the country's sales rankings for 27 years.
This Volkswagen icon was recently discontinued, moving over to make room for its substitute, the Polo Track. And the farewell to the Gol was marked by the transformation of one Last Edition Gol into the goalposts at the Vila Belmiro stadium.
To get the idea off the drawing board, VW to disassembled the vehicle, selected key parts, and melted them down in a furnace at over 500ºC. That molten metal was then used to make the official goal at Vila Belmiro, which debuted during Santos Futebol Clube's first official match in the Paulista state championship, a 2-1 victory over Mirassol.
Credits
powered by
- Agency AlmapBBDO/Sao Paulo
- Production Company Ilha 253/Sao Paulo
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Credits
powered by
- Agency AlmapBBDO/Sao Paulo
- Production Company Ilha 253/Sao Paulo
- Editing/Post Production Ilha 253/Sao Paulo
- Color Clandestino/Brazil
- Chief Creative Officer Luiz Sanches
- Chief Creative Officer Pernil
- Executive Creative Director Fernando Duarte Silva
- Music Cezar Brandao
- Executive Creative Director Henrique Del Lama
- Creative Igor Cabo
- Creative Pedro Hefs
- Producer Diego Villas Boas
- Producer Vera Jacinto
- Producer Murillo Moretti
- Producer Paula Buzzi
Credits
powered by
- Agency AlmapBBDO/Sao Paulo
- Production Company Ilha 253/Sao Paulo
- Editing/Post Production Ilha 253/Sao Paulo
- Color Clandestino/Brazil
- Chief Creative Officer Luiz Sanches
- Chief Creative Officer Pernil
- Executive Creative Director Fernando Duarte Silva
- Music Cezar Brandao
- Executive Creative Director Henrique Del Lama
- Creative Igor Cabo
- Creative Pedro Hefs
- Producer Diego Villas Boas
- Producer Vera Jacinto
- Producer Murillo Moretti
- Producer Paula Buzzi
To better understand the connection between the car and football, you should know that Volkswagen is well known in the mobility market for model names that reference sports, such as the Polo, the Golf, and the Derby.
The Gol, a Brazilian-born model, is no exception, and was designed to honour Brazilians' legendary footballing prowess. In Portuguese, the country's official language, the word also means a goal – the goalposts and netting where players score in matches, and the goals themselves.
"Here at Volkswagen Brasil, we embraced the groundbreaking idea of transforming the Gol into the goalposts at the Vila Belmiro stadium and making this model a part of history. The Volkswagen Gol is an icon that inaugurated a new era in the Brazilian auto industry.
Just like football, the Gol is a national passion, it's found a place in Brazilians' hearts, and it deserved a farewell that did justice to its stature," says Livia Kinoshita, executive director of marketing and communications for Volkswagen do Brasil.
In the words of the legendary Edu - a renowned Santos forward who played for Brazil in the 1966, 1970, and 1974 World Cups - there could be no better way for the car to close out its decades-long story in Brazil: "A symbol that unforgettable had to be immortalized, and that's what we're seeing today. The team with the most goals in the world, the country with the most Gols in the world, all sharing the same Vila Belmiro, the same home."
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