Ad of the Day: Olivia Wilde in driving seat for Volkswagen ‘Water Girl’ spot
The Hollywood actor lends her signature charm to the film, working alongside the ad agency Johannes Leonardo to bring a fresh perspective to the automotive sector. This collaboration makes it our top pick today.
After the success of her Amazon ‘Tache’ ad last year, Olivia Wilde has lent her directing skills to Volkswagen. In her first foray into car advertising, the star tells the story of a young girl filling up 17 eclectic bottles with water and loading them into a Volkswagen Atlas. It’s later revealed that she is the water girl for her sister’s soccer team.
What’s particularly sweet about this spot is its focus on relatable storytelling, contrasting sharply with the typical fast-paced, high-energy car ads. This gentle narrative approach highlights the emotional aspects of everyday life, making it more accessible and memorable to the audience.
With Wilde at the helm, the campaign was also developed and created predominantly by a team of women, both on the creative and production sides. This emphasis on female collaboration brings diverse perspectives to the forefront.
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According to market research platform Kantar, this ad is likely to convince viewers to choose or consider Volkswagen in the future. Similarly, the data shows that consumers may find the brand more appealing after watching this spot, which has ranked in the 59th percentile for engagement.