This campaign include the “Mountain Bike” and “Snowboard”
spots, where we see a subjective camera shot of someone going somewhere either
through a mountain bike’s handlebars, or with a snowboard visible at the bottom
of the frame, so it looks like we’re riding one of these things, and then,
after a cut, we see the Volkswagen Golf Alltrack with the bike or the snowboard
on the roof rack, and it’s clear we’ve been riding in the VW instead. It’s fun
to have this sleight of hand with regard to our expectations visually, along
with the suggestion that it’s as much fun to drive the VW as it is to ride what
it’s carrying on top.
VW should make follow-up ads where we see the bike
handlebars or the snowboard when the rider is stuck in rush hour gridlock and
see how much fun it seems then. (Just kidding.)
Here are the Alltrack ads:
