A chameleon that likes a VW ride

A new advertising campaign aims to reflect Europe’s leading car-maker Volkswagen’s unmatched driving dynamics.

In a bid to improve awareness for the New Jetta, the ad campaign, ‘Worth Everything', was conceived by DDB Mudra West, an advertising agency.

The 45-second television commercial tries to portray a tale of intense longing and obsession.

The key protagonist, in this case a chameleon, develops an obsession for the new Jetta upon spotting it drive by. The narrative portrays how the chameleon changes its colours to match the contours of the car. He hitches a ride on the Jetta, cleverly camouflaged and perched on the front grill.

“What we are telling in this commercial is a human emotion of desire and the obsession that follows. A chameleon acting out this human emotion, makes it more interesting and engaging,” Rahul Mathew, Creative Head, DDB Mudra, told BusinessLine .

Speaking about the core idea behind the campaign, and why the auto-maker focussed on a chameleon, Mathew said: “In our rather extensive casting from the animal kingdom, the chameleon won, because it literally brought many shades of the obsession into the storyline. In doing so, we brought to life the core idea of ‘Worth Everything'.”

In Volkswagen commercials, the aim is to capture simple emotions that the cars evoke, he added.

Kamal Basu, Head-Marketing, Volkswagen Passenger Cars, said since the firm wanted to do something unique for the New Jetta, the idea was to showcase how the owner stands apart from ordinary with the choices that he makes.

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