DDB Brussels and Volkswagen introduce the "slowmercial".

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.
 

Credits
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

Contact us
Maarten Van Daele DDB Brussels
Maarten Van Daele DDB Brussels
About DDB Brussels

To solve our client’s business issues, we favor our people’s skills instead of the latest buzzwords. Bringing together our people’s talent in strategy, technology, creation and production under one roof results in "work that works”.

Our long-standing experience with people-focused brands (VW, IKEA, Studio Brussel, bpost bank, DKV, letgo, De Persgroep…) inspires an internal culture based on creativity & humanity. This helps us come up with creative business solutions that interact with how people behave today. Our solutions go beyond what is traditionally labeled as advertising and can propel a brand for years.

With a headcount of around 60 people, we are large enough to take up the most serious challenges, while remaining agile enough to respond in real-time to new opportunities.

DDB Brussels
Sint-Huibrechtsstraat 17 rue Saint-Hubert
1150 Brussels