ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2018
Before the launch of the new Polo, the specialized press had been discussing if, due to similarities between the models, the car was a bigger version of the VW GOL (an entry-level model) or a smaller version of the VW GOLF (a premium car in Brazil). So we decided to tell a story about inspiration.
Telling a person's whole life in a matter of seconds is an arduous task. But being able to convey in a true and exciting way the motivations, frustrations, joys and hardships of a sports hero is a virtually impossible task. Only a sensitive direction that escapes from mannerisms and fads is capable of transforming key moments of this trajectory into powerful images. The risk of this commercial was to become a cold piece when making a parallel of the life of Laila and the construction of the New Polo. The direction, bringing moments of sadness and frustration of the fighter, humanized the film.
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