Attribute to: Joel Kaplan, M/H VCCP, Editorial Content Director
Give us an overview of the campaign. What is it about and what was your role in the creation?
This year, with the economy humming along at a decent clip, seasonal hiring managers are having a tough time filling holiday positions. The Gift Tester campaign was designed to help the North Pole fill one very specific, and very needed role: Audi e-tron test driver.
My job was to help guide the teams to bring a unique take on the North Pole to life. One that felt more like an Amazon distribution and testing center and less like a 19th century Swiss Alpine lodge.
Was the brief for this holiday campaign any different that than the usual? What challenges did that present?
The brief this season was to drive personal interaction over passive viewership. Audi actively wanted to move away from the John Lewis Christmas model of big cinematic film, and into a more one-on-one way of introducing people to the all-electric e-tron SUV.
What inspired you to approach the campaign this way?
It’s amazing how many people are interested in electric vehicles. What stops them from test driving one is often a simple misunderstanding about what the vehicle is capable of. Speed, range, tow capacity, etc. This approach clarifies those misunderstandings through the real words and actions of a fellow driver.
What’s a “behind the scenes” story that only you know about?
The warehouse we shot in had an alarm that would go off every 3 hours to alert the current shift that it was time for a break. It sounded like an industrial fire alarm. Every time it went off your ears would ring for 30 seconds.
Are there any holiday ad tropes that you think should be retired by now?
Big bows on top of cars.
What is your favorite holiday campaign of all time?
The Curry PC holiday spot “Jigsaw” starring Jeff Goldblum. Solid script, amazing performance, self-aware holiday humor at its finest.
What can we expect from your agency in 2020?
This year, our goal is to make the world .01% more beautiful with every action we take.
What do you think the advertising industry's New Year’s resolution should be?
Inclusion. Inside and outside of the agency.