Volkswagen has debuted a sleek new campaign via Ogilvy, “The Power of Vrrr Pha”. to launch its next-generation Golf GTI.
The playful ad is directed by Sam Coleman and begins with a GTI driver getting behind the wheel and hearing that familiar ‘vrrr pha’ sound roar like a shot of adrenaline.
He pulls away, governed by Volkswagen’s GTI physics the world around him slows right down.
The ad is soundtracked by Nonku Phiri’s isiXhosa rendition of ‘No Regrets’, life.
Colemen, said: ‘Such an anticipated launch needed an epic soundtrack. Something big and familiar which would match the languid pace of the slowed-down world.
“Recording it in isiXhosa was a late idea. I got excited about the opportunity of taking something from the museum of French culture and turning it on its head.
“Nonku Phiri was the first artist to come to mind for me. She has that timeless, raw, soulful voice, like Edith.
“It was a perfect fit.”
Ogilvy Cape Town. creative director, Alex Goldberg, said: “When you’re shooting scripts like this, the details are everything. And Sam is all about the details.
“Great eye, knows performance, brilliant with casting and highly collaborative. He never fails to bring his own unique style to elevate a project into something that stays with you long after you’ve watched it.’
CREDITS:
Creative director: Alex Goldberg
Associate creative director: Riaan van Wyk
Creative group head: Sibs Zihle
Senior copywriter: Sandhya Mathura
Art director: Annie Bekker
Copywriter: Zanele Kabane
Client service: Muriel Gouws
Head of broadcast: Cathy Day
DOP: Werner Maritz
Phantom operator: Johan Horjus
Focus puller: Reg Maritz
Gaffer: Clint Stone
Key grip: Ari Stavrinos
Art director: Wendy Fredericksonn
SFX: Gravitron
Styling: Bee Diamondhead
Hair/make-up: Merle Titus
1st AD: Carey Lagoe
Stunt coordinator: Grant Hulley
VFX: Black Ginger
Editor: Matthew Swanepoel at Priest
Colourist: Kyle Stroebel at Refinery
Final mix: Rob Brinkworth at Resonate
Music: Nicolaas van Reenen and Simon Kohler at Field Audio
Vocalist: Nonku Phiri
Editor: Matthew Swanepoel
Colourist: Kyle Stroebel
Executive Producer: Zayd Halim
Producer: Boris Vossgatter
Production manager: Kelly Grobler
Marketing communications manager: Meredith Kelly
Brand manager: Loryn Symons
