Volkswagen wants you to enjoy The Little Things
Johannes Leonardo’s most recent campaign with Volkswagen, is titled The Little Things.
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As the old saying goes, it’s the little things in life that sometimes bring us the most joy. It’s even more rewarding when those moments derive from the unexpected.
Volkswagen's new all-electric ID.4 is here, and brings with it some unintentional benefits that will make you stop to appreciate “the little things”.
The latest spot, developed by New York based advertising shop Johannes Leonardo, captures a pure moment of unintentional joy between a father and daughter sparked by VW’s Intuitive Sit-to-Start feature, making this about more than just an electric vehicle. The body of work taps into an audience truth about the switch to electric cars, many potential buyers are intimidated by the techy, complicated, and futuristic nature of competitor EVs.
Credits
View on- Agency Johannes Leonardo/New York
- Production Company MJZ/London
- Director Fredrik Bond
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Credits
View on- Agency Johannes Leonardo/New York
- Production Company MJZ/London
- Director Fredrik Bond
- Editorial Union Editorial
- Head of Production Kevin Breheny
- Color/VFX Company 3/New York
- Colorist Sofie Borup
- VFX Parliament VFX
- Head of Production Katherine Maidment
- VFX Senior Producer Anna Borysewicz
- Audio Post Sonic Union
- Audio Mixer Rob DiFondi
- Music Supervisor Hyperballad Music
- Co-Founder & Co-Creative Chairman Jan Jacobs
- Co-Founder & Co-Creative Chairman Leo Premutico
- Executive Creative Director Jonathan Santana
- Creative Director Jim Robbins
- Copywriter Stephen McDaniel
- Art Director Katie Quinn
- HP Tasha Cronin
- Executive Producer Brooke Kaylor
- Senior Executive Producer Eriks Krumins
- Executive Producer Laura Macauley
- Producer Alicia Richards
- DP Arnaud Potier
- Production Designer Chelsea Oliver
- Editorial Producer Jen Tremaglio
- Editor Patric Ryan
- Assistant Editor Ryan Stacom
- Color Producer Shannen Troup
- VFX Shoot Supervisor Eric Mason
- Creative Lead Jade Kim
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Credits
powered by- Agency Johannes Leonardo/New York
- Production Company MJZ/London
- Director Fredrik Bond
- Editorial Union Editorial
- Head of Production Kevin Breheny
- Color/VFX Company 3/New York
- Colorist Sofie Borup
- VFX Parliament VFX
- Head of Production Katherine Maidment
- VFX Senior Producer Anna Borysewicz
- Audio Post Sonic Union
- Audio Mixer Rob DiFondi
- Music Supervisor Hyperballad Music
- Co-Founder & Co-Creative Chairman Jan Jacobs
- Co-Founder & Co-Creative Chairman Leo Premutico
- Executive Creative Director Jonathan Santana
- Creative Director Jim Robbins
- Copywriter Stephen McDaniel
- Art Director Katie Quinn
- HP Tasha Cronin
- Executive Producer Brooke Kaylor
- Senior Executive Producer Eriks Krumins
- Executive Producer Laura Macauley
- Producer Alicia Richards
- DP Arnaud Potier
- Production Designer Chelsea Oliver
- Editorial Producer Jen Tremaglio
- Editor Patric Ryan
- Assistant Editor Ryan Stacom
- Color Producer Shannen Troup
- VFX Shoot Supervisor Eric Mason
- Creative Lead Jade Kim
However, this campaign showcases how the switch to an ID.4 is easy and inviting, highlighting features like the ID.4’s Intuitive Sit-to-Start, which is designed to make the driving experience more natural. The work, titled Peek-a-Boo launched nationally on Saturday, May 20th on TV, Digital and Social. A second spot, Light Tease, is set to launch in the coming weeks across the same mediums.
“With this work, we’re not just saying “it’s electric”. We’re taking a different approach to the narrative, normalizing EVs and highlighting the thoughtful German engineering instilled in every VW in a very human way”, said Rachael Zaluzec, SVP, Customer Experience and Marketing, Volkswagen of America. “We want our drivers to find delight in the technology included in their Volkswagen. Each of these thoughtful features reflects that.”
“This work does more than showcase the all-electric ID.4," said Jonathan Santana, Executive Creative Director of Johannes Leonardo. "Our goal was not only to take the mystery out of switching to an electric car, but to highlight the little moments of joy that can come along with it.”
