My Most Immortal Ad: Walt Campbell

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My Most Immortal Ad: Walt Campbell

In the run-up to this year’s Immortal Awards, LBB’s jurors will each select an ad that they believe deserves the title of Immortal. There’s just one week left to get your work in to this year’s competition, so start your path to immortality today by submitting here. Creative legend Walt Campbell, creator Guinness ‘Surfer’ – regarded as one of the best ads of all time, is next up with another Volkswagen classic…


Volkswagen ‘The Will’

Says Campbell: “I don’t reckon I need to harass the page with what’s cool about this advert. Just look at it, and then maybe do what I do and look at it again.

“This is a spot I tune into from time to time just to feel that solid ground of uncompromised focus under my feet.

“I am astonished when people don’t know it, the same way I’m amazed when people tell me they’ve never seen ‘Raging Bull.’

“The idea, you know, the way it taps the sub-conscious, to frame that frugal choice in terms of a more significant achievement.

“And how they tell the story, the construct, so solid, so stylish.

“It’s a perfect thing, a little star you can set your course by.

“All of it, the casting, the tone, the framing, the words, the way the words are spoken, the edit.

“There’s nothing flimsy here.”

Entries are now open for The Immortal Awards. Little Black Book members have up to five free entries (depending on their membership). The deadline to enter is September 9th. Members should visit the submissions page to complete their entries, whilst non-members can join LBB by contacting Lynchy