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Movie Villains Push the Button in Brilliant VW Spot from adam&eveDDB

Independent Films' Gary Freedman explores classic movie genres in new ad for the Volkswagen Golf GTE

Movie Villains Push the Button in Brilliant VW Spot from adam&eveDDB

Volkswagen launches the new Golf GTE with a new campaign by adam&eveDDB, directed by Gary Freedman of Independent films.

To celebrate the launch of the new model, adam&eveDDB’s campaign heroes the car’s hybrid engine as a more responsible use of power. 

The film features a cast of baddies from various movie genres, all pressing buttons to use their power in dramatic fiendish ways. The resolve? The new Volkswagen Golf GTE driver using the car’s power for good as he presses the GTE button, thus combining both electric and petrol engines to maximize performance, as he leaves the city behind.

Ben Priest, Founding Partner and Group Chief Creative Officer at adam&eveDDB, comments: ‘It’s been a true labour of love and we couldn’t be prouder of this film. It has real Volkswagen insight at its heart and a ton of production values. I can’t wait for people to see it and enjoy it.”

Glyn Butterworth, National Communications Manager at Volkswagen UK, explains: “The new ‘button’ advert is our light-hearted way of addressing a serious point.  Today’s updated Golf GTE – with its 204 PS combined power output and 7.6-second 0-62 mph time – is the antithesis of the ‘worthy but dull’ hybrid car image. We hope the gentle nod to various movie genres in the new TV campaign will make people smile, while also making them reappraise their views about hybrids.”

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Advertiser: Volkswagen UK

Creative Agency

Creative Agency: adam&eveDDB

Copywriter: Darren Beresford

Art Director: Rick Gayton

Planner: Alistair Owen

Producer: Panos Louca

Executive Creative Director: Ben Tollett, Richard Brim

Chief Creative Officer: Ben Priest

Media Agency

Media Agency: PHD

Planner: Michael Bensley

Production Company

Production Company: Independent Films

Director: Gary Freedman

DOP: Stephen Keith–Roach

Producer: Louise Gagen


Edit Company: The Play Room

Editor: Adam Spivey

Producer: Lisa Trnovski

Post Production / VFX

Post Production Company: The Mill

Colourist: James Bamford

VFX Supervisor: Greg Spencer

2D Artist: Leandro Vazquez

Production Assistant: Imogen Pai

CG Artist: Cameron Johnson, Hugo Jackson, Aurelien Ronceray

Executive Producer: Alex Fitzgerald


Music Supervision: Abi Leland & Ed Bailie @ Leland Music

Producer: Becs Bell

Sound Design: Anthony Moore & Dan Beckwith @ Factory

Category: Automotive , Cars

Genre: Action , Comedy , Digital