Deutsch Inc LA launches their new commercial for VW Passat, with animation directed by Passion Pictures’ John Robertson. The TVC ‘Feeling Carefree’ is a throwback to the seminal promo 'Take on Me' by 80's pop-group A-ha.
The spot is a combination of live action directed by David Shane at O-Positive and traditional 2d animation, which pastiches many of the iconic moments from the original promo. Whilst the narrative remains faithful to the original, the new VW Passat is worked in to the film as a central character. Passion went back to the drawing board in producing the spot, using a key crew of 2D artists working out of their London studio with pencil and paper to create the iconic shots.
Animation director John Robertson says about the process ‘the biggest challenge was completing the animation in less than 3 weeks. That aside it was a great challenge to try to recreate and subvert something so embedded in everyone’s memory. A little bit worrying too because if you got it wrong it would be obvious! There is something very idiosyncratic about those original drawings, so making them was a bit like trying to copy someone’s handwriting.’