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October 31, 2005
VW's Passat Website Features 120 Short Films
VW has a bold, crazy, inspired campaign for the new Passat that may just turn out to be an exercise in inspired lunacy.
VW has redesigned the 2006 Passat with at least 120 new features that they're real proud of -- problem is, how do you draw consumers' attention to a whole bunch of improvements big and small?
Well, you use video of course, but instead of a single, 30 minute feature film, VW commissioned production of 120 individual flickettes -- each about 15 seconds long -- that illustrate one feature, often in a humorous or at least especially vivid way.
Each of the filmitos will eventually be posted at www.vw.com/passat.
Right now, 45 of the films are online, and you can get to them simply by clicking on each little checkerboard square, once you click through to the minisite. There's an option for you to be notified via e-mail when new films are published.
Pictured above right is a screen shot of movie #102, for the 200 horsepower, 2-liter 4-cylinder engine. As you might guess the little strongmen squat and lift in synchronized progression.
The site is fun, ingenious really, and I can't help but think how many hours of labor went into the whole affair. It's also a great way to learn about features -- because even as a journalist my eyes glaze over when I'm trying to read the specs on new models. This VW exercise makes learning fun!
Some of my favorites include:
#6: Chrome grill, as depicted by a kid getting a school photo taken.
#56: 60-40 pass-through seating, western-style.
#104: 6-speed tranny, in stick figure animation.
#90: Side curtain airbags by a bro' with a 'fro.
#15: Steerable headlamps, tic-tock.
#98: Child proof safety locks, or be damned.
#94: Pedestrian safety designed front-end, from a kid who probably hurts little animals.
Posted by Frank at October 31, 2005 4:15 PM | Filed under Auto News
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