BRAND MARKETING
Fairytale Characters Go From Riches to Rags in These New Vauxhall Spots
Velocity and MRM Madrid worked with 3 animation houses for the series
By Erik Oster
British automaker Vauxhall found an attention-grabbing way to notify audiences about the reverse parking camera that comes standard with its Atria.
A new animated campaign from Velocity, McCann’s agency unit dedicated to Vauxhall Motors and MRM Madrid, tells three fairytale stories in reverse. Cinderella, Jack and The Ugly Duckling start off well but find over time that their fortunes get progressively worse.
Cinderella, for example, goes from living happily with the prince to getting “unmarried” (annulled? divorced?), to losing her slipper and having her carriage turn into a pumpkin en route to her new home where she’s back to living with her wicked stepsisters and stepmother and will presumably live unhappily ever after.
It’s a clever way to illustrate the tagline point that “Things can end badly backwards” without delving into the real-life dangers of driving in reverse.
Velocity and MRM Madrid worked with three animation houses in three different countries (Brazil, Spain and the U.K.) to bring the three different stories to life, which provides a welcome visual variety and helps give each a distinct feel befitting the story in question. There’s a whimsical surreality to the animation style Madrid’s Mach Studio applied “The Ugly Duckling,” for example, befitting for a tale that ends with its titular character turning into an egg. London animation studio Coffee & TV handled “Jack and the Beanstalk,” while Brazil’s Lobo took on “Cinderella.”
The campaign debuted as pre-roll ads and on Vauxhall’s social channels but is planned to run on broadcast before the end of the year. For more on the process of creating the ads, check out the “Making of” video after the spots below.
CREDITS
Adrian Botan
McCann Worldwide
Creative President McCann Europe
Miguel Bemfica
MRM // McCann Madrid
Chief Creative Officer
Vince McSweeney
McCann Milton Keynes
Chief Creative Officer
Eduardo Battiston
MRM // McCann Madrid
Executive Creative Director
Nick Cooper
McCann Milton Keynes
Executive Creative Director
Chris Robertson
McCann Birmingham
Executive Creative Director
Alberto Espeja
MRM // McCann Madrid
Senior Copywriter
Joe Ivory
McCann Birmingham
Senior Copywriter
Jamie Buckingham
McCann Birmingham
Senior Art Director
Justin Sanders
Global Radio
Producer
Dave Bush
Global Radio
Editor
Cinderella animations only:
Gabriel Nobrega
Vetor Zero/ LOBO
Director
Lee Peffer
Vetor Zero/ LOBO
Animation Director
Felipe Jornada
Vetor Zero/ LOBO
Art Director
Lucas Andrés Barreto
Vetor Zero/ LOBO
Director of Photography
Frederyco Martins
Vetor Zero/ LOBO
Modeling
Bruno Saber
Vetor Zero/ LOBO
Modeling
Daniel Bahia
Vetor Zero/ LOBO
3D Animation
Jerome Saravá
Vetor Zero/ LOBO
Animation Supervisor
Leo Cardaval
Vetor Zero/ LOBO
Rigging Supervisor
Henrique Ribeiro
Vetor Zero/ LOBO
Rigging
Lee Peffer
Vetor Zero/ LOBO
Stop Motion Animator
Jack and the Beanstalk animations only:
Martin Allen
Coffee & TV
Creative Director
Jonny Grew
Coffee & TV
Creative Director
Josh George
Coffee & TV
Character Design & Development & CG & Animation
Catherine Elvidge
Coffee & TV
CG & Animation
Adam Lindsay
Coffee & TV
CG & Animation
Adrian Russel
Coffee & TV
CG & Animation
Amy Heyes
Coffee & TV
CG & Animation
Richard Costin
Coffee & TV
CG & Animation
Steve Waugh
Coffee & TV
Art Director
George Neve
Coffee & TV
Grade
Charlotte Hopkins
Velocity
Producer
Company Credits
MRM//McCann Madrid
Idea Creation
McCann Milton Keynes
Idea Creation
Read the original article HERE.