DDB London has created a television campaign for the launch of the new Volkswagen Golf GTi. The ad is an updated version of the title sequence from the film Singing in the Rain and features Gene Kelly break-dancing and body-popping to a contemporary version of the theme tune. The ad ends with a policeman giving Kelly a stern look, as in the film – the only difference being the appearance of the Golf with the strapline ‘The New Golf GTi. The original, updated.’ The ad breaks tomorrow (Thursday) and will also be Volkswagen’s first interactive campaign. Interactive viewers will be able to access a video of the car in action, behind-the-scenes footage of the making of the ad and a club remix of Singing in the Rain. Media planning and buying is handled by MediaCom.
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