Volkswagen TDI Cup
First, the elephant in the room: yes I feel conflicted about having this in my portfolio. After all, this means I did play a role in helping Dieselgate happen. On the other hand, we did put together work around it that I am very proud of. So, for what it's worth, this is the story behind this campaign.
In 2009, Volkswagen was introducing their new diesel engines to Americans who thought diesels were slow and dull.
We didn't believe your usual beauty shots and well-written headlines would do much to change anyone's mind about that. We had to prove it to them. For real.
The Volkswagen TDI Cup was a racing series that invited young race drivers to race Jetta TDIs that were nearly identical to the consumer version anyone could buy at a VW dealership, unlike most racing series that try to directly connect to a consumer car.
All the drivers were amateurs, fighting for the $100,000 grand prize. A documentary film, Racing Under Green, covered the first season of the series and premiered on the Discovery Channel, giving them some well-deserved time in the spotlight. So at least that was good.
- Project Roles
- Art Director
- Crispin Porter + Bogusky
- Art Direction
- Commercials - Broadcast, Documentaries, Websites
- Project Industries
- Advertising, Automotive