Songs For Screens: How Volkswagen snagged DavidBowie and Simon & Garfunkel songs for new campaigns vw
’s “Space Oddity” for an ad connecting VW’s pledge to go carbon neutrally globally by 2050 to the 50th anniversary of the moon landing.
“It was a very delicate brief, and we tried coming up with lots of ideas,” explains Leo Premutico, co-founder and co-chief creative officer at Johannes Leonardo. “We decided we had to search for a feeling, and it was really identifying that song, ‘Sound of Silence.’ When I heard that, the entire commercial came. We wouldn’t have been able to make that spot without that track.”
And for “A New Mission,” finding a new musical window into an event as recognizable as the moon landing was equally key. “When you look back at the ‘60s, it’s hard to find pictures that don’t have a Beetle or a VW bus on it,” says Jan Jacobs, co-founder and co-chief creative officer at Johannes Leonardo.
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