THE SHOULDER

TitleTHE SHOULDER
BrandVOLKSWAGEN VÉHICULES UTILITAIRES
Product/ServiceAFTERSALES AND SERVICES PACKAGE
Category A03. Durable Consumer Goods including Automotive
Entrant GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation GRABARZ & PARTNER Hamburg, GERMANY
Production CZAR FILM Hamburg, GERMANY
Production 2 SKILL MUSIC Hamburg, GERMANY
Additional Company GROUPE VOLKSWAGEN FRANCE Villiers Cotterets, FRANCE
Credits
Name Company Position
Ralf Heuel Grabarz & Partner Chief Creative Officer
Christopher d’Arbon Grabarz & Partner Creative
Francis Cazal Grabarz & Partner Creative
Julica Hauke Grabarz & Partner Group Head
Benoît Pflimlin Grabarz & Partner Account Managing Director
Sophie Downer Grabarz & Partner Account Manager
Thomas Opara Grabarz & Partner Strategy
Axel Doepner Grabarz & Partner Head of Moving Images
Michael Güntner Grabarz & Partner Agency Producer
Kerim Bournonville Volkswagen Véhicules Utilitaires Managing Director
Antoine Weil Volkswagen Véhicules Utilitaires Head Of Marketing
Guillaume Casbonne Volkswagen Véhicules Utilitaires Communications Manager
Thibaud Sommier Volkswagen Véhicules Utilitaires Communications Manager
- - CZAR Film GmbH Film Production
Didier Barcelo CZAR Film GmbH Director
Thorne Mutert CZAR Film GmbH Executive Producer
Vincent Taeger CZAR Film GmbH Producer
Nico Poulsson - DOP
Jim Lerch CZAR Film GmbH Postproduction Producer
Nepomuk Pfaff CZAR Film GmbH Post Production
Julien Alary - Grading
Éric Jacquemin - Editor
- - Skill Music Sound Studio
Torben Brüggemann Skill Music Sound Design
Alex Henke Skill Music Sound Design

Write a short summary of what happens in the film

We open on Paul. He’s in his doctor’s consulting room – visiting her with a shoulder complaint. Upon examining his x-ray, she’s surprised by the severity of the injury, assuming he sustained it playing a violent sport. Her astonishment grows when she discovers exactly how the injury was caused – selling commercial vehicles. We flashback to discover exactly how this was possible. Paul makes a living giving his clients great deals on their commercial vehicle – a package of services for professionals including maintenance, warranty, replacement vehicle or vehicle delivery. They show their personal appreciation the best way they know how – with a heartfelt slap on his shoulder. Delivered over and over again by his tough and burly clientele, the physical feedback feels so good it hurts, literally, and underlines that Volkswagen Véhicules Utilitaires is ready to do whatever it takes for its clients.

Cultural / Context information for the jury

Volkswagen Véhicules Utilitaires are sold at a higher price point than their French competitors simply because they are a superior quality and the service that accompanies them is second to none. That’s why Volkswagen Véhicules Utilitaires developed a package of premium services for professional clients specifically for the French market, including maintenance, warranty, replacement vehicle or vehicle delivery directly to work. So while many of the professionals in their field may opt for the cheaper alternatives, when French tradespeople make the step up to a Volkswagen for their business, they really notice the difference. Both in quality and after-sales support. French people are also known to be very tactile: the slap on the shoulder is a common gesture of thanks, satisfaction and gratitude that takes another dimension in the tough physical world of tradespeople.