menu

Faris Yakob: Volkswagen’s Transformative Driving Experience [Super Bowl 2013]

Faris Yakob: Volkswagen’s Transformative Driving Experience [Super Bowl 2013]
Advertising

Some may accuse this ad of mild racism, but the former Chief Innovation Officer at MDC Partners thinks that the underlying concept is quite charming.

Faris Yakob
  • 10 february 2013

As a white, English man with dreads, I must confess to an immediate empathy with this spot, in which a white office worker from Minnesota speaks in Jamaican patois. No doubt the spot will suffer some tiresome, kneejerk accusations of racism, which is unfortunate because it’s actually quite charming.

The teaser spot is better, to my taste; more of the web, something that Deutsch LA has shown they truly are, repeatedly. Various #fail memestars appear for a web redemption, led up to a hilltop (reference almost certainly intended to the classic 1971 Coca-Cola spot for those of you not in advertising), by Reggae legend Jimmy Cliff for a cheering sing song.

The spot itself is more mainstream, based in a stereotypical dreary cube farm, where one man’s unnatural ebullience confuses and then infects his coworkers when he shares his secret — a drive in a VW Beetle.

Happiness is the highest order value proposition of everything, the ultimate promise of every product. Finding a way to do it that’s charming in this day and age is impressive. And, thank Jah, no one had any dreadlocks.

Big Up. One Love.

View the full ad below:

Volkswagen

Check out more Super Bowl 2013 coverage on the site today, and join us for a Google Hangout at 2pm EST on PSFK.com.

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Daniel Lubetzky

Sustainable Business

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 27, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.