La primera vez que vi el \u00faltimo anuncio de Volkswagen Golf pens\u00e9 que era de otro coche. \u00bfPor qu\u00e9 ha roto VW el estilo de sus \u00faltimas campa\u00f1as? \u00bfEs que ha cambiado de agencia?<\/p>\n
Es un spot en blanco y negro, con una voz en off en ingl\u00e9s, subt\u00edtulos en castellano, ideas \u00abAmerican way of life\u00bb… \u00bfQu\u00e9 imagen nos quiere vender Volkswagen? \u00bfSer\u00e1 simplemente una traducci\u00f3n de un anuncio para otro pa\u00eds? La campa\u00f1a anterior (\u00abETC\u00bb) era, sin lugar a dudas, mucho m\u00e1s \u00abinternacional\u00bb y m\u00e1s de acuerdo a los valores de su marca.<\/p>\n
\u00bfCon qu\u00e9 otra marca de coches lo confund\u00ed? Con BMW. Pero comet\u00ed un grave error, sobretodo despu\u00e9s de ver su \u00faltimo spot. Los anuncios de BMW siguen un estilo muy claro: m\u00fasica tranquilita, el espacio no est\u00e1 definido a ning\u00fan pa\u00eds y, lo m\u00e1s importante, no muestran el coche porque la carretera es la protagonista y porque sus spots televisivos son de tipo corporativo (crean imagen de marca, no venden coches).<\/p>\n
El \u00faltimo spot de BMW es una mezcla del premiado \u00abCaleidoscopio\u00bb y el anuncio que divid\u00eda la pantalla en tres partes y mostraba c\u00f3mo se construia una carretera. En este caso el horizonte se ha convertido en el protagonista. Las im\u00e1genes aqu\u00ed van cambiando en horizontal, y no en vertical, dejando siempre a la misma altura la l\u00ednea de referencia. Su slogan es \u00abConducir es perseguir horizontes\u00bb.<\/p>\n
La reflexi\u00f3n a hacer ser\u00eda si es necesario cambiar de estrategia una vez al a\u00f1o para vender el mismo producto (opci\u00f3n Volkswagen) o crear un estilo con continuidad (opci\u00f3n BMW). Quiz\u00e1 otro d\u00eda merezca la pena hablar de Audi, la tercera marca estrella en spots de coches.<\/p>\n
\u00bfM\u00e1s temas? Sigue atent@ y, si quieres, lo leer\u00e1s aqu\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"
La primera vez que vi el \u00faltimo anuncio de Volkswagen Golf pens\u00e9 que era de otro coche. \u00bfPor qu\u00e9 ha roto VW el estilo de sus \u00faltimas campa\u00f1as? \u00bfEs que ha cambiado de agencia? Es un spot en blanco y negro, con una voz en off en ingl\u00e9s, subt\u00edtulos en castellano, ideas \u00abAmerican way of […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[390],"tags":[],"class_list":["post-1921","post","type-post","status-publish","format-standard","hentry","category-ideas-blogger"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/1921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=1921"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/1921\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=1921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=1921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=1921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}