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My Most Immortal Ad: Ricardo Wolff on Volkswagen's 'Protection'


The Immortal Awards juror and Innocean Berlin executive creative director on some Volkswagen magic from BMP DDB and Jonathan Glazer

My Most Immortal Ad: Ricardo Wolff on Volkswagen's 'Protection'

With just four weeks to go until this year's Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

Ricardo Wolff, executive creative director of Innocean Berlin, heads back to the mid-nineties for another Jonathan Glazer masterclass, this time for Volkswagen and BMP DDB...

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.

Volkswagen 'Protection' (1996)

It’s the ad I show to my non-ad friends to convince them what we do is actually cool.


Client: Volkswagen

Agency: BMP DDB

Written by: Jeremy Craigen

Director: Jonathan Glazer

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.

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The Immortal Awards, Wed, 18 Aug 2021 11:34:00 GMT