Volkswagen Launches All Singing, All Dancing Advert For The New Golf

Volkswagen Golf

Volkswagen Launches All Singing, All Dancing Advert for the New Mk V Golf

With the arrival of the latest and much heralded Golf GTI, Volkswagen is set to accompany the launch of the car with its most stunning advert ever, which sees Gene Kelly break dancing and somersaulting through Singin’ in the Rain. The ad is sure to be one of the biggest advertising hits of 2005.

The new Volkswagen advert launches the latest Golf GTI model in a way which will have never been seen before. Just like the car, the advert is an update of an original, in a recreation of the most memorable scene from the all time classic film, Singin’ in the Rain – but nobody is going to remember Gene Kelly dancing like this in the original!

The advert starts as the classic clip in the film does with Gene Kelly walking through the rain sodden streets, spinning his umbrella, then, in a blink of an eye Gene Kelly suddenly flips into some of the most outrageous break dance moves seen on TV - certainly not something that would have been experienced in 1952.

Three of the world’s greatest break dancers and body poppers were used to perform some of the most phenomenal dance moves seen on the screen. Each actor wore exactly the same suits as Gene did in his memorable scene. Using the most impressive make up and CGI techniques Gene’s face was mapped onto the actor’s face, making this a seamless advert in which a truly iconic film clip has been updated in the most dramatic way.

Singin’ in the Rain was the natural choice for the theme of the advert, a classic piece of film history synonymous with style and something that has stood the test of time. Gene Kelly puts in an outstanding performance that has timeless, universal appeal, which complements the brand values of the Volkswagen Golf GTI Mk V.

The Golf GTI has been heralded as a timeless classic, making it a perfect tie-in for Singin’ in the Rain. This film and Gene Kelly’s performance really made a mark on his era and the latest Golf GTI is set to have a similar impact on today’s generation.

Catherine Woolfe - Volkswagen Communications Manager, commented:

"The idea behind the commercial is all about the fact that the new Golf GTI is the original Mk I but updated for 2005. The latest Golf is seen as a classic and iconic car and we really wanted to show that in a very unusual and memorable way.

"The scene from Singin’ in the Rain is a memorable, classic film moment, showing Gene Kelly at his very best. Volkswagen felt that this moment encapsulates the very essence of Gene and we feel that our latest GTI captures the spirit of the Volkswagen Golf GTI as a stylish and classic car that has, like Gene, stood the test of time. The advert is a positive, energetic and exciting celebration of a classic film moment designed to engage its audience in a nostalgic way, but it also has a modern day feel."

Martin Loraine, Creative Director from ad agency DDB said of the inspiration behind the advert:

"We looked for things which were icons. We thought about the Golf GTI when it came out. There are not many cars that invent a genre, which is what we thought was the most prominent thing about the GTI. It wasn’t just a fast car or a nice car, it was an original, which is rare.

"Gene Kelly was a true original, someone who developed his own style and in using him we could demonstrate a lot of the spirit of the car, so Gene Kelly represents the car in a lot of ways because he is very energetic, fun and exuberant."

The Volkswagen Golf GTI is an outstanding car which has stood the test of time over the last 25 years and the launch of the latest generation Golf GTI advert is set to reaffirm this stylish car’s iconic status and undisputable kudos as a brand.

Published : 01/02/05 Author : Melanie Carter

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