GLOBAL – UNITED KINGDOM – OCTOBER 2010 – Volkswagen launched the ‘See Film Differently’ 2010 campaign in support of independent film, as in the past two years. The new commercials by DDB feature the diner of ‘When Harry Met Sally’ and the fire station of ‘Ghostbusters’ with a mockumentary approach.
Natalie Lamont, Volkswagen communications manager, told Campaign UK that "Volkswagen is of course all about cars, but we love film as well. Our ‘See film differently’ platform is about sharing this passion with other fans and enabling them to see films in an unexpected, intelligent and interactive way."
DBB has also launched the See Film Differently website, which showcases the commercials, exclusive videos from actors and directors, and event announcements. As the focus this year is on settings, one event is a screening of ‘An American Werewolf in London’ at London Zoo, the resting place of the wolf after the first attack. Volkswagen partnered with the film magazine Little White Lies, filmspecialists, and lovefilm for the website content and campaign.
This is not the first time products have paid homage to film. Popcorn brand Pop Secret promoted its product earlier this year with ‘The Dark Knight’ and ‘Caddyshack’ spots by Goodby, Silverstein & Partners and animation studio Nathan Love. The latest addition to the series is based on–what else? ‘When Harry Met Sally‘.
