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7 June 2019

Light at the end of the tunnel.

by Andrew MacGregor


VW: “Hello Light” - 1 min 45s

The 2015 VW emissions scandal risked turning an industry stalwart into a pariah. Four years later, Volkswagen aim to clear the air, so to speak, with this brooding ad that draws on the brand's storied design history.

Shot in almost complete darkness, director Daniel Wolfe's film is a pleasingly tactile and stripped-down portrayal of a VW engineer at work. Tentative sketches lead him to the marque's archives, where the satisfying click of a microfilm reader triggers a hefty light-bulb moment

The subsequent image of an electric VW camper van emerging from the gloom is droll, striking, and reverent - a deft balancing act as the marque tease a future shaped by the past (triumphant or otherwise). As mea culpas go, this is pretty good.


Film Production: Somesuch Ⓟ Ⓦ
Director: Daniel Wolfe Ⓟ Ⓦ
Production Designer: Chad Keith
Film Lab: Cinelab London Ⓟ Ⓦ
Music: The Sound of Silence - Simon & Garfunkel

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