In One Continues Shot, VWs Hypnotic Ad Tells the History of Transportation

In One Continues Shot, VWs Hypnotic Ad Tells the History of Transportation

By  |  January 16, 2021  |  Uncategorized  |  No Comments

Car brand Volkswagen taken a look back through history as inspiration for its latest cinematic spot “The Wheel,” which promotes its new electric model as like the latest step in the evolution of transportation.

The spot, by Johannes Leonardo, was shot in one take and features the use of a zoetrope—an old fashioned, pre-motion picture device that makes figures appear as though they are moving. It features a phenakistoscope and a praxinoscope—two other devices that offer the illusion of motion.

The opening frame begins by showing a spinning wheel before panning to show horses, a locomotive and finally an electric Volkswagen ID.4, which is presents as the latest revolution in auto technology. The car will be released for sale in March.

The final frame end with the message: “History and progress isn’t made until it is made for everyone.”

Johannes Leonardo was first appointed by the brand after the automaker was embroiled in the 2015 emissions scandal—which saw the business admit to “irregularities” in the testing of its diesel engines, which gave them false scores owing to devices which essentially cheated laboratory testing of emissions.

Its first work for the brand, in 2019, was titled “Hello Light” and acknowledged the brand’s mistakes while attempting to garner some forgiveness among consumers, who have widely slammed the brand. It showed a designer, working in the darkness, designing a new electric VW car with the message: “In the darkness, we found the light.”

It promised a “new era” of electric cars—a message which has been played out again in this latest spot, which positions the ID.4 as the latest step in the brand’s evolution.

Since it was appointed to the account, Johannes Leonardo said, Volkswagen’s brand scores have improved.

Brand avoidance scores had remained “stubbornly flat” at 25%, the agency said, but have decreased to their best levels since the scandal. Brand trust scores, meanwhile, have trended upward for the first time in five years.


Client: Volkswagen Group of America

President And CEO: Scott Keogh

EVP, Sales & Marketing: Duncan Movassaghi

SVP, Marketing: Kimberley Gardiner

Director, Brand and Retail Content: Jennifer Clayton

Manager, Advertising: Chanel Barresi

Senior Specialist, Brand Advertising: Annabel Lyon

Specialist, Brand Advertising: Ladan Rafei

Agency: Johannes Leonardo

Chief Creative Officer: Jan Jacobs

Chief Creative Officer: Leo Premutico

Creative Director: Kevin Watkins

Creative Director: Jono Flannery

Copywriter: Patrick Wells

Art Director: Iwona Usakiewicz

Head Of Production: Maria Perez

Executive Producer: Rebecca O’neill

Associate Producer: Haley Harris

Business Affairs Manager: Joe Bringuier

Business Lead: Ben Muldrew

Account Director: Erandika Weerasinghe

Management Supervisor: Mal Gretz

Account Manager: Stephanie Loucas

Project Manager: Sarah Scardillo

Group Strategy Director: Mary Bakarich

Senior Strategist: Eileen Zhao

Product Information Specialist: Ryan Callahan

Film Production & Post Production

Film Production Company: Imperial Woodpecker

Director: Sam Brown

Executive Producer:  Doug Halbert

Producer: Polly Ruskin

Director of Photography: Sebastian Blenkov

Art Director:  Henry Boararos


Editor (Lead): Sam Ostrove

Assistant Editor: Nick Deliberto

Managing Partner: Carr Schilling

Executive Producer: Adam Becht

Producer: Michelle Dorsch

Finish/VFX/ Color Grade: Global Production Company The Mill

Executive Producer:  Chris Allen, Clairellen Wallin

Producer: Mia Saunders, Shannon Botts

Production Coordinator: Judit Jakli

Production Supervisor: Julia Paskert

Creative Director: Jorge Montiel, Wes

Shoot Supervisor: Wes

2d Lead Artist: Gary Driver

3d Lead Artist: Ben Blundell

2d Artist: Thiago Dantas, Pete Atack, Kristian Reyes-cabrera, Charles Dockerill, Ant Walsham, Didem Ergor, Fabien Coupez, Anne Trotman

3D Artist:  Laurie Estampes, Joe Besagni

Finish Artist: Rich Watson, Holly Mclean, Jeanette Eiternes

Design: David Rowley, Kevan Lee

Colorist: Seamus O’keane, Thomas Mangham

Executive Producer: Color Charlie Morris

Color Producer: Evan Baur

Audio Finishing: Lime Studios

Audio Mixer: Rohan Young

Sound Designer: Michael Anastasi

Executive Producer: Susie Boyajan

Music House: Lightning Studios

Composer: Seth Olinsky

Licensed Music: Two Maps 

About the Author: Sara Spary

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