DDB’s Polo ad is a return to the great days of saying nothing whatsoever about the product

Award-winning director Jonathan Glazer, the man behind the famous Guinness surfer commercial and the, alas, disappeared Cadbury’s Flake devil, has produced another striking film, this time for VW’s new Polo and agency DDB London.

It features Argentinian tango champs Manuela Rossi and Gaspar Godoy strutting their stuff to a Roc ‘C’ music track.

And there’s nary a mention of the Polo’s fine driving qualities, low emissions or ability to carry the whole family to a Premiership football match with the dog in the boot as you’d expect from a car commercial.

It takes you back to the days when clients would exit screaming from editing suites because the creatives had insisted there wasn’t enough time for the pack shot and, anyway, it would spoil the action.

DDB obviously reckons the rather dangerous-looking Polo which makes a brief appearance at the end (the pack shot) does the trick.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.