Class 12: Project 5

It Hurts to Say "I'm Sorry"

Volkswagen was designed to be "The People's Car". A car was created to empower every German, and soon anyone in the world, with the opportunity to own a car. History of VW.

Volks = People / Wagen = Car
Archetype = Every Person


The Volkswagen emissions scandal ("emissionsgate" or "dieselgate") began in September 2015, when the United States Environmental Protection Agency (EPA) found that VW had intentionally programmed turbocharged direct injection (TDI) diesel engines to activate their emissions controls only during laboratory emissions testing which caused the vehicles' NOx output to meet US standards during regulatory testing, but emit up to 40 times more NOx in real-world driving. Volkswagen deployed this programming software in about eleven million cars worldwide, and 500,000 in the USA, in model years 2009–15. Wikipedia

There are now over 300,000 cars parked indefinitely in parking lots around the country, from Colorado Springs to Detroit.


Project: Bring the People Back

30 Second ad spot, and/or 3, 10 second ad spots to touch people's hearts and remind them that VW is the people's car. Not just a cool ad—it needs to change people's minds. 

Could be any type of video: live action, illustration/cartoon, kinetic typography, high production value, hand-held, phone resolution, basically any medium can be used to create this, as long as it tells a story.

The tone and content can be apologetic, funny, heartwarming—you decide.

Think about your ad as having more than one story and emotional arc. For example: the first 10 seconds could be funny, the second 10 seconds could be sobering, and the final 10 seconds could be a heartwarming payoff. 


For Next Week

Create a mood board and story board for two different directions. You will have 1 minute or less to present each idea to the class. If there is a particular illustration style or song, be sure to include that in your presentation. For this assignment, you can make claims that aren't necessarily true. For example, you could say what VW will do with the 300,000 parked cars, and/or you can offer other incentives to potential or loyal customers. These false claims should be within the realm of believability.

The class will vote on the best ideas, and the following 2 weeks will be used to create these ads.



Final, professional quality video(s) due in class Wednesday, May 2.

One 30-second video and/or multiple shorter videos.


Additional campaign touchpoints such as print ads, social media ads, product giveaway mockups