DDB Brussels and Volkswagen introduce the "slowmercial".

Monday, March 18, 2013 — Recent research shows that more than 1 out of 3 Belgians watch their favorite TV shows in delayed-viewing mode. Of those viewers about 80% prefer to skip commercial breaks, posing a serious threat to the business model of TV broadcasters. DDB and Volkswagen now come up with a creative solution that rethinks the standard tv ad format. To promote the new Volkswagen Beetle Cabrio we developed the so-called 'slowmercial'.  

The slowmercial is an almost static TV commercial that works for both live- and fast-forwarded viewing. Live viewers will get to see the 30second ad showing the car slowly opening its roof, while being invited to VW's open door days. Meanwhile the voice-over taps into the difference between live- and delayed viewing. Those who watch the ad in fast-forward mode will also see the car for a couple of seconds, showing the message as it was a print ad. No matter how this commercial is viewed, it won't escape the viewers' attention.

The ad will run between Belgium's most popular - and most frequently recorded - TV-shows. And because we effectively reach both live & delayed tv-views, our "slowmercial" will have 50% more impact than an ordinary commercial.

The new format is part of Volkswagen's Happy Drivers Days-campaign, calling VW drivers to get energized by the sun (it is spring of course). Apart from the slowmercial, there's a radio-, print and out-of-home campaign on the menu. One thing's for sure, the open door sales won't stay out of sight.

Client: Volkswagen
Agency: DDB Brussels
Campaign: Happy Drivers Days: Beetle Cabrio
Marketing Manager: Nicolas Deturck
Advertising Manager: Tony Peetermans
Creative Director: Peter Ampe
Creative Team: Rom&John, Peter Ampe
Strategy Director: Dominique Poncin
Content Strategy: Maarten Van Daele
Head of Digital: Geert Desager
Account Team: Sylvie De Couvreur, Silvie Erzeel, Quentin Maryns
Media Planning: Tom Lemaitre
TV Producer: Brigitte Verduyckt
Production Company: Compost
Sound Production: Sonicville

Volkswagen Beetle Slowmercial - Introduction

Volkswagen Beetle Cabrio - Slowmercial UK

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Maarten Van Daele

DDB Brussels