World: Gallery.

Volkswagen - DDB The Netherlands

Six real-life Volkswagen Caddy owners save so much money by purchasing a Volkswagen Caddy that they make TV ads to promote their businesses. A baker serves strudels, while a model-car retailer boasts that he is 'big in miniatures'. Just as you think you're being wound up, a VW Caddy comes into view. Using six 15-second spots is unusual for a car marque and this strategy is unorthodox, but the ads pull it off while maintaining VW's brand characteristics of quality, reliability and value.

 
Client: Volkswagen Commercial Vehicles 
Agency: DDB, Amsterdam 
Art director: Michael Jansen 
Writer: Bas Korsten 
Directors: Bas Korsten, Michael Jansen 
Production company: DDB, Amsterdam 

This print ad is a farewell to the chairman and chief executive of McDonald's, Jim Cantalupo, who died last month, aged 60. Cantalupo worked at McDonald's for 28 years. The ad runs in international newspapers such as the Financial Times, International Herald Tribune and USA Today, among other titles. The single line of copy, taking shelter under the famous arches, coloured black instead of gold, reads: 'We miss you, Jim.' The company's world-renowned icon, the clown Ronald McDonald, has a single tear rolling down his chalky face. As another sign of respect, some McDonald's restaurants have been flying the McDonald's flag at half-mast since Cantalupo's death from a suspected heart-attack. Cantalupo has been replaced by his deputy, Charlie Bell.

 
Client: McDonald's 
Agency: Leo Burnett, Chicago 
Art director: Per Jacobsen 
Copywriter: John Condon 

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