Vauxhall has chosen four people with no advertising experience between them to create its latest campaign.
The VX Collective, which is made up of a skateboarder, a disc jockey, a fashion designer and a film-maker, has developed a cinema and online campaign for the General Motors-owned marque. The campaign will break on November 8.
The group was briefed by Vauxhall to create an ad that would appeal to their contemporaries and that could be shown across a range of traditional and new media channels.
Vauxhall’s usual practice is to hold a two-way pitch between roster agencies Lowe and Delaney Lund Knox Warren & Partners for each car marque. McCann Erickson Frankfurt, which handles the Opel brand in Europe, was also involved in the recent pitch for the Vauxhall Vectra.
Collectives have long been a source of creative collaboration for artists and musicians, but it is thought to be the first time a car company has worked with one.
The collective has produced a 30-second short film showing a journey across a city. The ad features a lone skater drifting over a silent city in the darkness. The city is seen to shake as the skater carries out a series of slow-motion flips and then accelerates over ghost-like reflections.