On a few occasions, I’ve made the comment that there is nothing inherently bad in using a clichéd visual idea – if you’re able to use the visual in a way that’s fresh and different from what the world has seen in the past. This ad for used Volkswagens perfectly illustrates that point. Normally, the use of an hourglass in an ad would be deemed unforgivably hokey. But no one has treated an hourglass like this before, and that’s a big part of what makes this ad so arresting and great. Credits below.
Advertising Agency: DDB, Milan, Italy
Creative Director: Vicky Gitto
Art Director: Mattia Montanari
Copywriter: Riccardo Ciunci
Post-Production: Balalò
Published: March 2009
