Pink Moon

The most compelling advertising I have ever seen is a commercial called "Milky Way" promoting the Volkswagen Cabrio. In a cool moonlit night, the camera swoops, dips, floats, seamlessly changing vantage points while tracking four college age people on a journey. The scene gives equal prominence to the road, night, setting, individual, and convertible car. Thoughtful close ups are used displaying the emotion that the riders are experiencing. While witnessing what seems to be the opening scene of a film, the beautiful music of Nick Drake’s ”Pink Moon” serves as the sound track to the road trip. The only auditory and visual interruption to the experience happens when the group finally arrives at their destination, a typical college party with inebriated attendees making jarring sounds. The group’s completely silent response is an unspoken agreement that it is time to leave and continue the journey, which they do. The moon, present both visually and in song, develops into the VW logo in the final shot with the words, “The Cabrio,”dissolving into “Drivers Wanted,” above the miniscule website and phone number. Not once are prices or details mentioned that would summon our rational thoughts. The features are however shown. The car handles turns easily at night, and the moon is seen overhead, which is only possible in the convertible.

The success of this commercial is the way it captures the viewer emotionally. VW is promoting an experience (or benefit). We are invited to share the experience of the people in the car. They are not the typical party goers seeking to wake up with hangovers. They are the enlightened ones who recognize the value of the experience they are having and no one from the party can partake. The Cabrio is not for everyone. The Cabrio is for the young, attractive, and free-spirited people. If you are not one of these people, do not fret, “Drivers Wanted.” All you have to do to join the ranks is purchase a Cabrio.

I am not sure of the success of the campaign for the Cabrio, but mention the commercial to people who were college aged around 1999, and usually they can recall it. It was the first time that I researched a song based on a commercial presenting “new” music (the song was actually recorded almost 30 years earlier). This formula for promotion seems commonplace now, exclusive group of cool people + great unknown song + minimal reference to product that lets you join the group. Apple has probably applied the formula better than any other company. The early Ipod commercials showing silhouettes dancing to their own music in their own world is very cool and exclusive.

Although I never bought a Cambrio, my wife did have a Jetta. I’m pretty sure that riding around at night with the windows down and moon roof open, memories of the commercial infiltrated my thoughts.