ALL IS PREDESTINED BY POLO
Title | ALL IS PREDESTINED BY POLO |
Brand | VOLKSWAGEN |
Product/Service | VOLKSWAGEN POLO |
Category |
A03. Durable Consumer Goods including Automotive |
Entrant
|
VOLKSWAGEN Moscow, RUSSIA
|
Idea Creation
|
SEVEN Moscow, RUSSIA
|
Media Placement
|
PHD Moscow, RUSSIA
|
Production
|
SEVEN Moscow, RUSSIA
|
Post Production
|
SEVEN Moscow, RUSSIA
|
Additional Company
|
VOLKSWAGEN Moscow, RUSSIA
|
Credits
Yury Samoylenko |
Volkswagen Russia |
Marketing Director |
Ivan Volokh |
Volkswagen Russia |
Digital Manager |
Diana Korobeinikova |
Volkswagen Russia |
Marketing manager |
Emma Trifonova |
Volkswagen Russia |
Marketing Manager |
Maria Smirnova |
Volkswagen Russia |
Brand Strategy and Communication team lead |
Genrih Kagramanyan |
SEVEN |
Account Director |
Liliya Valiulina |
SEVEN |
Senior Account Manager |
Anastasia Sovashchenko |
Individual entrepreneur Anastasia Olegovna Sovashchenko |
Producer |
Alexey Leybovich |
SEVEN |
Creative Director |
Denis Bushuev |
SEVEN |
Creative Group Head |
Anton Karkov |
SEVEN |
Creative Group Head |
Nika Guseynova |
SEVEN |
Copywriter |
Kirill Artemiev |
PHD |
Account Director |
Daria Paroshina |
PHD |
Digital Group Head |
Write a short summary of what happens in the film
The video is based on wordplay, as the two phrases, "All is predestined by your gender“ (Vsyo zavisit ot pola) and “All is predestined by(Volkswagen)Polo” (Vsyo zavisit ot polo), sound the same in the original. In Russian, the letter “o,” as in Polo, when unstressed, is pronounced the same as “a.” Hence the pun.
The video begins by reminding the viewer of a contemporary burning issue: the notion that many things in a person’s life depend on gender. The voiceover lists several prominent gender stereotypes, but the video itself shows that things commonly associated with one gender are actually not alien to the other. With each frame, we are left wondering where it is going.
The video ends with a final twist: the viewer realizes that the narration is not about gender at all. It is about the Volkswagen Polo. Regardless of gender,a lot in life depends on your car
Cultural / Context information for the jury
We realize that an international jury may not fully understand this video. But the relevance of gender stereotypes, its success in Russia, and the positive response from Volkswagen’s international office have encouraged us to submit it to the international competition.
The video is based on wordplay, as the two phrases,"All is predestined by your gender“(Vsyo zavisit ot pola) and “All is predestined by (Volkswagen) Polo” (Vsyo zavisit ot polo),sound the same in the original. In Russian, the letter “o,” as in Polo, when unstressed, is pronounced the same as “a.” Hence the pun.
The lines are based on double meaning: they describe gender stereotypes, but they are also expressions that highlight features of the upgraded Volkswagen Polo, such as rear view cameras, which allow drivers to rely less on the mirrors and park with less gear switching, as well as LED lights, seasonal tire changes, power, attention-grabbing design, and more