VW’s Newest Ad, About Evolution, Was Shot in One Take

By | January 16, 2021

Car brand Volkswagen taken a look back through history as inspiration for its latest cinematic spot “The Wheel,” which promotes its new electric model as like the latest step in the evolution of transportation.

The spot, by Johannes Leonardo, was shot in one take and features the use of a zoetrope—an old fashioned, pre-motion picture device that makes figures appear as though they are moving. It features a phenakistoscope and a praxinoscope—two other devices that offer the illusion of motion.

The opening frame begins by showing a spinning wheel before panning to show horses, a locomotive and finally an electric Volkswagen ID.4, which is presents as the latest revolution in auto technology. The car will be released for sale in March.

The final frame end with the message: “History and progress isn’t made until it is made for everyone.”

Johannes Leonardo was first appointed by the brand after the automaker was embroiled in the 2015 emissions scandal—which saw the business admit to “irregularities” in the testing of its diesel engines, which gave them false scores owing to devices which essentially cheated laboratory testing of emissions.

Its first work for the brand, in 2019, was titled “Hello Light” and acknowledged the brand’s mistakes while attempting to garner some forgiveness among consumers, who have widely slammed the brand. It showed a designer, working in the darkness, designing a new electric VW car with the message: “In the darkness, we found the light.”

It promised a “new era” of electric cars—a message which has been played out again in this latest spot, which positions the ID.4 as the latest step in the brand’s evolution.

Since it was appointed to the account, Johannes Leonardo said, Volkswagen’s brand scores have improved.

Brand avoidance scores had remained “stubbornly flat” at 25%, the agency said, but have decreased to their best levels since the scandal. Brand trust scores, meanwhile, have trended upward for the first time in five years.

Client: Volkswagen Group of America
President And CEO: Scott Keogh
EVP, Sales & Marketing: Duncan Movassaghi
SVP, Marketing: Kimberley Gardiner
Director, Brand and Retail Content: Jennifer Clayton
Manager, Advertising: Chanel Barresi
Senior Specialist, Brand Advertising: Annabel Lyon
Specialist, Brand Advertising: Ladan Rafei
Agency: Johannes Leonardo
Chief Creative Officer: Jan Jacobs
Chief Creative Officer: Leo Premutico
Creative Director: Kevin Watkins
Creative Director: Jono Flannery
Copywriter: Patrick Wells
Art Director: Iwona Usakiewicz
Head Of Production: Maria Perez
Executive Producer: Rebecca O’neill
Associate Producer: Haley Harris
Business Affairs Manager: Joe Bringuier
Business Lead: Ben Muldrew
Account Director: Erandika Weerasinghe
Management Supervisor: Mal Gretz
Account Manager: Stephanie Loucas
Project Manager: Sarah Scardillo
Group Strategy Director: Mary Bakarich
Senior Strategist: Eileen Zhao
Product Information Specialist: Ryan Callahan
Film Production & Post Production
Film Production Company: Imperial Woodpecker
Director: Sam Brown
Executive Producer:  Doug Halbert
Producer: Polly Ruskin
Director of Photography: Sebastian Blenkov
Art Director:  Henry Boararos
Editor (Lead): Sam Ostrove
Assistant Editor: Nick Deliberto
Managing Partner: Carr Schilling
Executive Producer: Adam Becht
Producer: Michelle Dorsch
Finish/VFX/ Color Grade: Global Production Company The Mill
Executive Producer:  Chris Allen, Clairellen Wallin
Producer: Mia Saunders, Shannon Botts
Production Coordinator: Judit Jakli
Production Supervisor: Julia Paskert
Creative Director: Jorge Montiel, Wes
Shoot Supervisor: Wes
2d Lead Artist: Gary Driver
3d Lead Artist: Ben Blundell
2d Artist: Thiago Dantas, Pete Atack, Kristian Reyes-cabrera, Charles Dockerill, Ant Walsham, Didem Ergor, Fabien Coupez, Anne Trotman
3D Artist:  Laurie Estampes, Joe Besagni
Finish Artist: Rich Watson, Holly Mclean, Jeanette Eiternes
Design: David Rowley, Kevan Lee
Colorist: Seamus O’keane, Thomas Mangham
Executive Producer: Color Charlie Morris
Color Producer: Evan Baur
Audio Finishing: Lime Studios
Audio Mixer: Rohan Young
Sound Designer: Michael Anastasi
Executive Producer: Susie Boyajan
Music House: Lightning Studios
Composer: Seth Olinsky
Licensed Music: Two Maps