文/vivi
大众越来越重视大众了。
今年，先是有个热火朝天的“大众自造”网络互动平台，让大家可以天马行空地设计爱车，过足汽车工程设计瘾。
这算是“武”的，现在，“文”的也来了！
大众推出了以“Drive until……”为主题的系列广告片，描绘男主人公在人生的关键时刻到来时的表现。目前有两支，分别是求婚和结婚前的一刻。如果还没有足够的勇气或时机未到，那就一直一直把车开下去吧……
这两支广告片看似平平，确实，它们只是为引玉而抛出的“砖”。片子结束时，会出现一句话：帮我们续写吧！
广告片播出之后，大众通过facebook等平台，广泛征集剧情续写，让所有人都有机会参与系列广告片的拍摄制作。接下来，男主人公还会遇到哪些人生的关键时刻呢？发挥你的妙想吧！
植入一句广告语：“每个人，每个想法，都平等而有价值。它们，应该被看见！”意识到这点、并着力开发全民力量的的品牌，越来越多了。
Volkswagen, which translates as “the People’s Car”, is collaborating with their fans to create the third installment of the recently launched “Drive Until…” campaign for the Golf. The idea is get fans involved through Facebook, letting them be a part of the creative and production process in real time. The initiative not only helps the fans create the kind of spot they’d like to see, it also gives people a glimpse “under the hood” to see the process involved in making a television ad. The first two advertisements in the series follow a man, in his early 30s, as he takes two very important steps in his life. The first installment, “Courage”, shows the man driving his Golf around the block repeatedly, as he mentally prepares to propose to his girlfriend. When he makes up his mind and parks the car in front of his girlfriend’s house, the words “Drive until you find the courage.” appear on the screen. The second spot, “Time”, shows the same man driving around in his Golf with his three best friends the night before the wedding. As the man prepares to head into the church, the words “Drive until it’s time.” appear. In order to complete the trilogy, Volkswagen Canada will ask fans what the next chapter in the “Drive Until…” series should be. From there, Volkswagen and advertising agency Red Urban will work with the fans to generate the script, make decisions on actors, music and a number of other key decisions.
Advertising Agency: Red Urban, Canada
Creative Director: Christina Yu
Art Directors: Christina Yu, Damian Simev
Copywriters: Matt Syberg-Olsen, Jon Taylor
Agency Producer: David Isaac
Account Supervisor: Sonia Ruckemann
Account Director: Caroline Kilgour
Director: Jean-Michel Ravon
Production Company: Untitled Films
DP: John Houtman
Executive Producer: Lexy Kavluk
Line Producer: Tuula Hopp
Editorial: Rooster Post Production
Editor: Paul Jutras
Assistant Editor: Yumi Suyama
Colourist: Eric Whipp / Alter Ego
Online / VFX: Track & Field VFX
Flame Artists: Ernie Mordak & Andrew Rolfe
Music / Sound House: Apollo Studios
Producer: Didier Toval
Music Track: “ Keep The Lights On” by Wave Machines
Co-prod: Carling Doubt & Angelina Milanovic
Engineer: Brad Nelson
Assist Engineer: Harry Knazen
The TV Commercial titled Drive until was done by Untitled Films advertising agency for product: Volkswagen Golf (brand: Volkswagen) in Canada. It was released in the Jun 2011. Business sector is: Cars.
