FIFTY THREE: The calm.

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I’ve been toying with this idea for a while because I realized I have made a lot of visual imagery, so this is my exploration and the challenge to totally push my idea.
To be completely honest with you, I am extremely musically challenged. I cannot read musical notes, I do not have “the ear”/super tone deaf, and I don’t have any musical knowledge whatsoever, so this post was quite a challenge.

This post is another collaboration and this time, I talked to my best friend and discussed how can we materialize this idea. We browsed for ideas and listened to different musical style, from mellow indie like Jonsí to musical theatre like Cole Porter. I decided that the song would be somewhat chill and calming.

So after several days (for real!), we came up with this!

The connection to the brand is the everyday pleasure. Just like music, the brand offers something pleasurable. Something that everyone will definitely enjoy. I purposefully picked this type of tune because Volkswagen, under the everyday motoring pleasure umbrella, could be described as something chill and calming. I also decided to split the track into four “acts”.

One represents the innovative design or the buildup of the tension.

Two represents the enduring value. Something that you have that’s been around since forever and you just appreciate it even more.

Three represents the everyday motoring pleasure aspect. Imagine you were driving home about midnight. You turned onto the freeway. It was raining and it was a bit chilly outside. You decided to open your windows a bit so you can feel the fresh air coming in. You turned your radio on and this song came on. How do you think you would feel?

Four represents convergence. The state of converging from one, two, and three all wrapped up into one brand: Volkswagen.

Of Mice & Men – The Calm

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THIRTY FOUR: The nostalgic tune.

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This post is dedicated to my Mom. Without whom, this post wouldn’t have been possible due to my lack of knowledge of these beautiful, majestic tunes.

I was doing a late night brainstorm session with a fellow Advertising student. During the session, we would play 70s and 80s music just so we can sing out loud and release our creative juice. He was really surprised of my vast knowledge of old songs and I explained, it’s because when I was a kid (around early 2000ish), my family would have annual road trip and my mom would play the mix tape* she had made specifically for the road trip. It was about 5 hour drive, so just imagine the same cassette tape for 5 hours straight. Playing over and over and over and over again. The songs got really ingrained on my brain.

So this post is a reminiscence of my childhood and exploration of what if those songs are actually describing Volkswagen?

Stevie Wonder would say,

Stevie WonderMeanwhile Phil Collins prayed to Lord,

Phil Collins

And Whitney Houston (RIP) just lost it.

Whitney Houston

The correlation to the brand is everyday motoring pleasure. These talented singers found the pleasure aspect from Volkswagen brand and translating it into beautiful music. Meanwhile, I had fun reminiscing my childhood and imagining “what if.”


*I still remember exactly the list and I swear I didn’t ask my mom:

  • Barry Manilow – Can’t Smile Without You
  • Barry White – Can’t Get Enough of Your Love, Babe
  • Santana – Smooth
  • Earth, Wind, and Fire – Let’s Groove
  • Genesis – Firth of Fifth
  • Phil Collins – Feel It In the Air Tonight
  • Robbie Williams – Beyond The Sea
  • Earth, Wind, and Fire – September
  • Santana – Game of Love
  • Robbie Williams & Nicole Kidman – Something Stupid
  • Elton John – Can You Feel The Love Tonight
  • Barry Manilow – Copacobana
  • Phil Collins – You’ll Be In My Heart
  • Santana – Maria Maria
  • Van McCoy – Do The Hustle
  • Bee Gees – How Deep Is Your Love

Whew, I think that’s it!

U137 – The Nostalgic Tune