VW 'Keeps it Clean'
The powerful bond between a man and his car is undeniable, especially when that car is a pristine 2013 Volkswagen Passat, and Nola Pictures Director Nick Lewin humorously illustrates that connection in a sharp :30 spot for the popular automaker. Funny, irreverent and universal, Lewin’s clever direction highlights the all-too-familiar experience of having one’s pride in a new car surge to extreme levels.
In “Keep It Clean”, an impeccably dressed businessman fouls his shoe en route to his Passat, forcing him to undertake a stomping, kicking, coffee-pouring ritual to remove the offensive matter. When his expensive wingtip won’t come completely clean, the aggravated man must make a decision: risk blemishing his beloved new car, or get rid of the shoe. It’s a tough choice, for sure, but as the stylish VW drives away in the last frame, it’s obvious that he’s taken a stand.
To pull off the amusing story without getting vulgar, Lewin dove directly into the emotional core of the original creative brief. “Ultimately, this is a story about value,” noted Nola founder Charlie Curran. “How do you choose between two things that you cherish? Nick has the rare insight to convey that sort of complex inner struggle using just a few well placed visual cues, and here he does it in a light-hearted way that works perfectly for the spot.”
Credits:
Client: Volkswagen Group of America
Spot Titles: “Keep it Clean”
Agency: CreativeOndemanD
Partner/Creative Director: Daniel Marrero
Partner/Creative Director: Priscilla Cortizas
Executive Director: Emmie Vazquez
VP Branding Strategy, Market Development: Jim Leon
Broadcast Producer: Laura Varela
Art Director: Jose Guerrero
Prod Company: Nola Pictures
Director: Nick Lewin
Executive Producer/Partner: Charlie Curran
Head of Production: Cheryl Ward
Producer: Carla Tate
Editorial: Blue Rock Editorial
Editors: Sebastian Weinstein
Producer: Wade Weliever
Telecine/Color Correction: Company 3 LA
Colorist: Dave Hussey
Post Production: New Art Miami
Producer: Nadia Bowen
