In One Continues Shot, VW's hypnotic advert tells the story of the transport
The car brand Volkswagen looked back in history as the inspiration for its latest cinema commercial “The Wheel”, which advertises its new electric model as the latest step in the development of transport.
Johannes Leonardo's spot was shot in one shot and with different features the use of a zoetrope – an old-fashioned pre-motion picture device that makes figures appear as if they are moving. It has a phenakistoscope and a praxinoscope – two other devices that provide the illusion of movement.
The opening frame begins by depicting a spinning wheel before panning to show horses, a locomotive, and finally an electric Volkswagen ID.4 showcasing the latest revolution in auto engineering. The car will go on sale in March.
The last frame ends with the message: "History and progress will only be made when they are made for everyone."
Johannes Leonardo was first appointed by the brand after the automaker was embroiled in the 2015 emissions scandal. In the process, the company admitted that tests on its diesel engines were "erratic," leading to incorrect results because devices had essentially cheated laboratory tests on emissions.
The first work for the brand in 2019 was titled "Hello Light," and it recognized the brand's flaws while seeking forgiveness from consumers who have widely criticized the brand. It showed a designer who worked in the dark and designed a new electric VW car with the message: "In the dark we found the light."
It promised a "new era" of electric cars – a message that was replayed at this latest point and positioned ID.4 as the latest step in the brand's development.
According to Johannes Leonardo, Volkswagen's brand values have improved on the account since being appointed.
The brand avoidance values have remained “stubbornly flat” at 25%, but have fallen to the best level since the scandal. The brand trust values have risen again for the first time in five years.
Client: Volkswagen Group of America
President and CEO: Scott Keogh
EVP, Sales & Marketing: Duncan Movassaghi
SVP, Marketing: Kimberley Gardiner
Director, Branded, and Retail Content: Jennifer Clayton
Manager, advertising: Chanel Barresi
Senior Specialist, Brand Promotion: Annabel Lyon
Brand promotion specialist: Ladan Rafei
Agency: Johannes Leonardo
Chief Creative Officer: Jan Jacobs
Chief Creative Officer: Leo Premutico
Creative Director: Kevin Watkins
Creative Director: Jono Flannery
Copywriter: Patrick Wells
Art Director: Iwona Usakiewicz
Production manager: Maria Perez
Executive Producer: Rebecca O’neill
Associate Producer: Haley Harris
Managing Director: Joe Bringuier
Manager: Ben Muldrew
Account Director: Erandika Weerasinghe
Managing director: Mal Gretz
Account Manager: Stephanie Loucas
Project manager: Sarah Scardillo
Group Strategy Director: Mary Bakarich
Senior Strategist: Eileen Zhao
Product Information Specialist: Ryan Callahan
Film production & post production
Film production company: Imperial Woodpecker
Directed by Sam Brown
Executive Producer: Doug Halbert
Producer: Polly Ruskin
Cameraman: Sebastian Blenkov
Art Director: Henry Boararos
Editor (Lead): Sam Ostrove
Editorial assistant: Nick Deliberto
Managing partner: Carr Schilling
Executive producer: Adam Becht
Producer: Michelle Dorsch
Finish / VFX / Color Quality: Global Manufacturing Company The Mill
Executive Producer: Chris Allen, Clairellen Wallin
Producer: Mia Saunders, Shannon Botts
Production coordinator: Judit Jakli
Production manager: Julia Paskert
Creative Director: Jorge Montiel, Wes
Shoot Supervisor: Wes
2d main artist: Gary Driver
Main 3D artist: Ben Blundell
2. Artists: Thiago Dantas, Pete Atack, Kristian Reyes-Cabrera, Charles Dockerill, Ant Walsham, Didem Ergor, Fabien Coupez, Anne Trotman
3D artists: Laurie Estampes, Joe Besagni
Finish artists: Rich Watson, Holly McLean, Jeanette Eiternes
Design: David Rowley, Kevan Lee
Colorist: Seamus O’keane, Thomas Mangham
Executive Producer: Color Charlie Morris
Color producer: Evan Baur
Audio finishing: Lime Studios
Audio mixer: Rohan Young
Sound Designer: Michael Anastasi
Executive producer: Susie Boyajan
Music store: Lightning Studios
Composer: Seth Olinsky
Licensed Music: Two Cards