What Hands Can Do: A Beautiful Car Commercial Without A Car.
This spot for the Volkswagon Phaeton is over 8 months old, but it's still worth watching.
It's interesting to see how automotive companies handle "brand" advertising as opposed to hard sell feature-driven product advertising.
Every once in awhile it's enjoyable to see a car ad that has no car in it.
As is the case below:
Grabarz & Partner Werbeagentur GmbH, of Hamburg, Germany, took an auteur approach to their Gold-winning TV spot for the Volkswagen Phaeton. Filmed in black and white, the commercial uses silhouette shadows of hands to create an otherworldly universe of swans, blooming plants and other ethereal creatures. The montage clears back to a simple shadow of hands to reveal the question "Isn't It Beautiful What Hands Can Do?" The hands then close in on the phrase and open up to reveal the car and the text “Phaeton. Hand Made Perfection."
Agency: Grabarz & Partner Werbeagentur, Hamburg, Germany
Creative Directors: Ralf Heuel, Ralf Nolting
Art Director: Christoph Stricker
Copywriter: Paul von Muehlendahl
Production Company: Deli pictures postproduction
Director: Michael Reissinger
Flame artist: Melissa Panek
Music: Beatsucht, Florian Lakenmacher, David Paulicke