01/25 2005 – Even though Volkswagen and their advertising firm DDB London denies having anything to do with this viral commercial for VW Polo, bearing the tagline Polo. Small but tough., I still think that it’s hilarious. And I even believe that it works as a commercial. See it here (updated link).
Added 2/2 2005: – Snopes.com has a very good summary about the story behind the VW Polo Clip:
As it turnes out, it was made as self promotion, by the film making duo Lee and Dan with Stuart Fryer as director. All sources seem to agree that the film was released accidentally. Me myself, I’m thinking of getting a Polo…
According to Brand Republic, it’s made by the well known film making duo Lee & Dan, creators of more ”legitimate” films for Ford SportKa and Casio G-Schock. There is, however, no trace of the film on their site, www.leeanddan.com.
1/21 2005 – Viral marketing, hoax or parody. The bids are different all over. The only thing I know is that this WV Polo commercial is really funny, and that it helps at least me by making me laugh at the stuff that scares me. See it here.
1/17 2005 – I don’t think any advertising firm would ever dare to use Al Queda in a commercial. Or any Middle East conflict. And I don’t think that the Volkswagen Polo campaign Small but tough will ever be here either.
The original campaign
The original Polo. Small but tough campaign was a campaing to moderate market success by re-positioning the small car Polo. Contrary to the norm in the category, advertising did not position Polo as part of a modern and youthful lifestyle but communicated its superior product qualities in a fun and entertaining way. Polos image clearly reflected the campaigns messages and the success was outstanding. Despite its rational message the campaign was highly liked, and market share increased, even reaching historical peaks… You know, the usual marketing bull.
See AdForum if that is what you are interested in.
This is funnier. Much funnier.