Cannes Lions
DDB & TRIBAL WORLDWIDE AMSTERDAM, Amsterdam / PONS AUTOMOBIEL HANDEL / 2017
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A family has driven up to the forest for a walk. They have taken their dog along, who hops out of the back of the Passat station wagon with a grump. During the walk, the dog starts behaving rather strangely: he seems to be trying very hard to master the art of sitting upright like a human. It soon becomes clear what he is up to: he doesn’t want to go in the trunk of the car anymore. He wants to sit in the passenger seat. And he succeeds. The title then raises the question: ‘Who doesn’t want to sit in a new Volkswagen?’
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