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Volkswagen “Generations” 2017

Volkswagen “Generations” (2017) is a Volkswagen commercial directed by Sune Sorensen for Very Agency, Copenhagen, Denmark, produced by Shoot Happens. It won 3 awards, including Epica 2017 Gold Films & Series.

This ad celebrates 40 years of the Volkswagen Jetta, showcasing its evolution through generations and the enduring passion of its owners.

Video: Volkswagen USA on YouTube

Shot by shot

  1. A red Volkswagen car drives slowly down a palm tree-lined suburban street on a bright, sunny day.© Volkswagen0:00
  2. A white Volkswagen Jetta drives on a road with palm trees in the background during golden hour.© Volkswagen0:04
  3. A man's arm and hand are seen shifting gears in a car, with a glimpse of his legs and the car's interior.© Volkswagen0:07
  4. A red Volkswagen car drives down a tree-lined suburban street with palm trees and houses in the background during the day.© Volkswagen0:13
  5. A bald man with a beard drives a car, looking forward with a serious expression, on a sunny day.© Volkswagen0:17
  6. A father and son stand next to a dark green Volkswagen car with its hood open at an outdoor car show during the day.© Volkswagen0:23
  7. A young boy in a black hoodie carefully wipes down the engine of a car with a blue cloth at an outdoor car show.© Volkswagen0:27
  8. A dark grey Volkswagen Jetta drives along a curved road lined with palm trees at dusk.© Volkswagen0:32
  9. A young man with short hair and a beard is seen through a car window, looking forward, then turning to smile at the camera, with palm trees reflected in the glass.© Volkswagen0:37
  10. A red Volkswagen Jetta is parked on a paved path in a large grassy field under a bright blue sky with scattered clouds.© Volkswagen0:40
  11. A red Volkswagen Jetta drives across a wide, flat green field with palm trees and a fence in the background under a clear sky.© Volkswagen0:47
  12. A close-up shot of the shiny silver Volkswagen logo on the blue trunk of a car, with a blurred background of the sky and a license plate.© Volkswagen0:51

Stills © Volkswagen. Made by Very Agency, Copenhagen, Denmark, Shoot Happens and Sune Sorensen.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Showcasing the enduring love for Jetta across generations of owners.

Tagline: “The all-new Jetta. Volkswagen.”

generational lovecar enthusiast cultureowner testimonialsproduct evolutionpassion for driving

The cut

Length
60 s
Shots
29
Average shot
2.1 s

What creatives use Volkswagen “Generations” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Volkswagen “Generations”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A red Volkswagen car drives slowly down a palm tree-lined suburban street on a bright, sunny day.© VolkswagenA white Volkswagen Jetta drives on a road with palm trees in the background during golden hour.© VolkswagenA man's arm and hand are seen shifting gears in a car, with a glimpse of his legs and the car's interior.© VolkswagenA red Volkswagen car drives down a tree-lined suburban street with palm trees and houses in the background during the day.© Volkswagen
    Frames from Volkswagen “Generations”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Volkswagen “Generations” in order, with its length, framing and what happens in it.

    A red Volkswagen car drives slowly down a palm tree-lined suburban street on a bright, sunny day.© VolkswagenA white Volkswagen Jetta drives on a road with palm trees in the background during golden hour.© VolkswagenA man's arm and hand are seen shifting gears in a car, with a glimpse of his legs and the car's interior.© VolkswagenA red Volkswagen car drives down a tree-lined suburban street with palm trees and houses in the background during the day.© VolkswagenA bald man with a beard drives a car, looking forward with a serious expression, on a sunny day.© VolkswagenA father and son stand next to a dark green Volkswagen car with its hood open at an outdoor car show during the day.© Volkswagen
    Length: 60 s · Shots: 29 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a product evolution

    Before you present an idea, you need to know who has done it, and how.

    Volkswagen “Generations” is built on a product evolution. Search the library by idea to see every spot that uses it.

    Audi “Vorsprung durch Technik”© AudiSony Mobile “The Gift of Sound and Vision”© Sony MobileVolkswagen Touran “Birthday”© Volkswagen TouranRenault “Push It to the Limit”© Renault
    Audi · Sony Mobile · Volkswagen Touran · Renault

More commercials by Sune Sorensen

  • DocMorris "Take Care of Yourself" (2022) commercial still© DocMorrisDocMorris “Take Care of Yourself” 2022Dir. Sune Sorensen · Jung von Matt/SagaANDY Awards Gold 2022
  • Premera Blue Cross "Skip the 4:30" (2024) commercial still© Premera Blue CrossPremera Blue Cross “Skip the 4:30” 2024Dir. Sune Sorensen · Copacino Fujikado
  • McDonald's "Ralphie" (2023) commercial still© McDonald'sMcDonald's “Ralphie” 2023Dir. Sune Sorensen

Award-winning auto commercials

Questions

Who directed the Volkswagen “Generations” commercial?

Sune Sorensen directed it, produced by Shoot Happens, for the agency Very Agency, Copenhagen, Denmark.

Which agency made Volkswagen “Generations”?

Very Agency, Copenhagen, Denmark created it for Volkswagen (2017).

What awards did Volkswagen “Generations” win?

3 awards, including Epica 2017 Gold Films & Series, Epica 2017 Silver Direction & Cinematography and Epica 2017 Silver Online Campaigns – Automotive.

What is the tagline of Volkswagen “Generations”?

“The all-new Jetta. Volkswagen.”

Sources for the credits and awards

winners.epica-awards.comwinners.epica-awards.comwinners.epica-awards.com