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Volkswagen Polo – stay in safe hands: strikes a chord

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A father is always making his baby into a little woman. And when she is a woman he turns her back again.
~ Enid Bagnold
Watching your daughter being collected by her date feels like handing over a million dollar Stradivarius to a gorilla.
~ Jim Bishop

A couple of quotes that capture the wonderful nature of the father-daughter relationship. It’s a special, unique relationship that only fathers & daughters can relate to. There is special bond between mother-daughter or father-son too (each with its own nuances)  but the father-daughter equation (‘daddy’s little girl’) is a common feature in popular entertainment. In fact, ‘Daddy’s little girl’ is a classic Kodak ad from the ’80s.

A brilliant new commercial for Volkswagen Polo is based on the same sentiment but beautifully weaves in the product premise.


Agency: DDB, UK

Sure to bring a lump in your throat if you are a father of a daughter. And sure to equate your qualities of being a ‘protector’ to Volkswagen Polo.

Thank heavens for clients who think that ads which show their product only in the last few frames of the ad (that too for a few seconds) can still be effective. And for not force fitting a reason-why.

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