“Until the people sing them, the couplets, couplets are not”.
It is one of the verses of the poem “La copla” by Manuel Machado and that Volkswagen Spain recites in its new advertisement to celebrate the iconic character of the model Golf, which this year celebrates its 50th anniversary. On the occasion of the indicated date, the spot designed by the creative agency Fire Walk with Me vindicates the presence of the vehicle in popular culture.
Thus, the piece establishes a comparison between the car and the copla and how both do not become what they are until the people embrace them. The idea is conveyed using the poet’s verses, as well as the emblematic song “The Legend of Time”, performed by Camarón de la Isla.
The ad, titled “Copla,” positions Golf, Volkswagen’s flagship model, as something that lasts and that is leaving a legacy in a context marked by changing trends and ephemerality. “Golf is much more than a car: it is an icon that has a very great weight in the lives of all those who have driven it, and whose aura has been given to it by people.”; explained Luis Conde, Director of Strategy and Founder of Fuego Camina Conmigo.
“When you buy a Golf you are buying much more than a car. And in a sector that in recent years has been talking about products, all this emotional charge had been diluted and it was time to claim it.”, commented, for her part, Bea Colorado, Head of Advertising at Volkswagen Spain.
The spot featured the director Pau Carrete and the production company Canada. It has been shot in 16mm, a format that gives a particular aesthetic and that influences the idea of what lasts over the years.
The ad will run on digital media, connected television and also in cinemas, and can be seen on the brand’s social profiles.
50 years of Golf
“Copla” is part of Volkswagen’s communication strategy to commemorate the 50th anniversary of Golf, which has included different initiatives. The ad builds on positioning “Forever since 1974”, also created by the agency to highlight the history and legacy of the brand, and which was expressed in a spot launched two months ago.
Among other things, Volkswagen has also celebrated “The great Golfada”, an event that brought together 2,000 attendees and 700 Golf owners of all generations at the Marugán airfield, in Segovia. With concerts, experiences and activities, the brand celebrated the feeling of belonging and community among vehicle fans.
“Copla” technical sheet
- Advertiser: Volkswagen, Golf
- Marketing Director: Albert García
- Head of Advertising Volkswagen Passenger Cars: Bea Colorado
- Advertising Manager: Carol González
- Procurement Specialist: Patricia Batista
- Agency: Fire Walk With Me
- CEO and Founding Partner: Bruno Basanta
- Head of Strategy and Founding Partner: Luis Conde
- Senior Strategic Planner: Natalia Carranza
- Strategic Planner: Neo Galceran Alastruey
- Executive Creative Director: Uri Fernández
- Creative Director: Pita Gan
- Creative Supervisor: Fran Paz
- Head of Art: Eren Saracevic
- Art director: Oriol Corsà
- Director of Customer Services: Helena Grau
- Account Director: Candela Camacho
- Account Supervisor: Patricia Duran Colls
- Head of Production: Rubens Pérez
- Creative Producer: Sergi Silvestre
- Post-production Producer: Ana Tejada
- Producer: Canada
- Director: Pau Carrete
- Executive Producer: Laura Serra Estorch
- Producer: Sara Renteria
- Production Manager: Anna Salgado
- Director of photography: Carles F. Gali
- 1st AD: Laura Ruiz
- Art Director: Maria Carreté
- Stylist: Andrea Ramil
- MUAH: Sonam Singh
- Postproduction: Álvaro P. Posadas, Marta Ferrero
- Post-production coordinators: Marina M. Campomanes, Javier Botella
- Editor: Lluís Murú
- Colorist: Lucas Hope
- Sound studio: Carnaby
- Music: The legend of time (Federico García Lorca/Ricardo Pachón) performed by Camarón de la Isla
