“Get a Volkswagen with parking sensor.”
Agency: AlmapBBDO, Sao Paulo, Brazil
Executive Creative Director: Marcello Serpa
Art Director: Paulo Marco Monteiro
Copywriter: Cesar Herszkowicz
Photographers: Hugo Treu, Estudio Nolan
A nice concept touting the parking sensor, but one huge detail that kills it is that reverse is in the wrong place. VWs have reverse at the top left of the shift pattern, not the bottom right. It makes me think this is either not a final version or just something developed quickly to enter an awards show.
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Not knowing how to drive a manual transmission, it took me a second to recognize the graphic. However, with the gear labels, I feel any driver will figure out the message.
I love the clean, graphic style with only the poor hit-and-run object breaking up the clean lines. This emphasizes the object that was run over well.
The only concern I had was calling the sensor a “parking sensor” when the graphic emphasized a vehicle in reverse. Dealing with parallel parking on a regular basis, I understand the importance of a sensor for reverse. However, the objects shown, especially the lawn gnome, are suburban elements. When parking in suburban areas, I find myself parking more in parking lots and driveways where a reverse sensor is still useful, but not as necessary.
I know this is fairly nit-picky of me. The message is still comprehendible to any driver in any area, and that is what really matters. Really, it’s just a concern of continuity between the graphic showing the effects of a car in reverse and calling the sensor a “parking sensor”.