Cannes Lions

Unnecessary Surprises

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2022

Film
Film
Digital Proof JPG

Overview

Entries

Credits

Overview

Execution

“Unnecessary Surprise” is a campaign with three films that are too short to be watched at the speed required by online ads. To promote a new Volkswagen feature, Autonomous Emergency Braking, in only 15 seconds the commercials draw an analogy with that very common curiosity people have when trying to find the end of a movie or series by sliding the cursor to the end of the screen, thus avoiding surprises. A kind of auto-spoiler. Autonomous Emergency Braking does the same: it anticipates the end, making the car stop before you realize the danger, thus avoiding unnecessary surprises.

Similar Campaigns

12 items

A Little Assist

JOHANNES LEONARDO, New york

A Little Assist

2023, VOLKSWAGEN

(opens in a new tab)