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Volkswagen “Lachende Pferde” 2017

Volkswagen “Lachende Pferde” (2017) is a Volkswagen commercial directed by Bart Timmer, produced by Jan Fincke. It won 3 awards, including ADC*E 2017 Gold Film & Radio — TV/Cinema Commercials.

A man struggles to park his horse trailer while a group of horses mock him with laughter, until he uses the Volkswagen Tiguan's Trailer Assist feature.

Video: Grabarz & Partner on Vimeo

Shot by shot

  1. A dark brown horse with a white blaze laughs with its mouth wide open, showing its teeth, in a sunny green pasture with trees in the background.© Volkswagen0:00
  2. Three horses, one dark brown, one spotted, and one light brown, laugh with open mouths behind a wooden fence in a green field under a cloudy sky.© Volkswagen0:07
  3. Three horses, one dark brown, one spotted brown and white, and one light brown, stand behind a wooden fence in a field, appearing to laugh with open mouths.© Volkswagen0:14
  4. A man with a beard and plaid shirt drives a car, looking intently to his right.© Volkswagen0:18
  5. A close-up shot of a German license plate "B V 7475" on the back of a moving vehicle, with a blurred wooden fence in the foreground.© Volkswagen0:20
  6. A man with a beard sits in a car, looking out the window at three horses in a field, one of which appears to be laughing.© Volkswagen0:23
  7. A black SUV with a horse trailer attached is parked on a gravel driveway next to a fenced pasture with horses and a small stable.© Volkswagen0:28
  8. A man with a beard, wearing a plaid shirt, drives a car, looking straight ahead with a neutral expression.© Volkswagen0:33
  9. A black horse with a long mane and wet fur shakes its head and neighs in a fenced outdoor paddock on a cloudy day.© Volkswagen0:38
  10. A person's hand adjusts a black knob on a car's interior panel, with letters "L" and "R" visible, in a close-up shot.© Volkswagen0:42
  11. A white Volkswagen Tiguan SUV with a horse trailer attached drives slowly on a gravel path past a fenced paddock with horses.© Volkswagen0:43
  12. A man in a blue shirt gets out of a white car, looking back at someone off-screen in an outdoor setting.© Volkswagen0:48

Stills © Volkswagen. Made by Jan Fincke and Bart Timmer.

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

The idea

Horses mock a man struggling to park a trailer, highlighting the car's parking assist.

Tagline: “Präziser einparken. Der Tiguan mit Trailer Assist.”

animals acting humanstruggle and solutionhumorous frustrationproduct as problem solvercontrast between old and new

The cut

Length
58 s
Shots
33
Average shot
1.7 s

What creatives use Volkswagen “Lachende Pferde” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Volkswagen “Lachende Pferde”? 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 dark brown horse with a white blaze laughs with its mouth wide open, showing its teeth, in a sunny green pasture with trees in the background.© VolkswagenThree horses, one dark brown, one spotted, and one light brown, laugh with open mouths behind a wooden fence in a green field under a cloudy sky.© VolkswagenThree horses, one dark brown, one spotted brown and white, and one light brown, stand behind a wooden fence in a field, appearing to laugh with open mouths.© VolkswagenA man with a beard and plaid shirt drives a car, looking intently to his right.© Volkswagen
    Frames from Volkswagen “Lachende Pferde”

  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 “Lachende Pferde” in order, with its length, framing and what happens in it.

    A dark brown horse with a white blaze laughs with its mouth wide open, showing its teeth, in a sunny green pasture with trees in the background.© VolkswagenThree horses, one dark brown, one spotted, and one light brown, laugh with open mouths behind a wooden fence in a green field under a cloudy sky.© VolkswagenThree horses, one dark brown, one spotted brown and white, and one light brown, stand behind a wooden fence in a field, appearing to laugh with open mouths.© VolkswagenA man with a beard and plaid shirt drives a car, looking intently to his right.© VolkswagenA close-up shot of a German license plate "B V 7475" on the back of a moving vehicle, with a blurred wooden fence in the foreground.© VolkswagenA man with a beard sits in a car, looking out the window at three horses in a field, one of which appears to be laughing.© Volkswagen
    Length: 58 s · Shots: 33 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a struggle and solution

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

    Volkswagen “Lachende Pferde” is built on a struggle and solution. Search the library by idea to see every spot that uses it.

    Wonderful Halos “Halos Save Lunch”© Wonderful HalosNDSP Plan Managers “NDSP”© NDSP Plan ManagersVolkswagen “Aftershow Aftermath”© VolkswagenPremier Members Credit Union “PMCU - Grow Your Money with PMCU”© Premier Members Credit Union
    Wonderful Halos · NDSP Plan Managers · Volkswagen · Premier Members Credit Union

More commercials by Bart Timmer

Award-winning auto commercials

Questions

Who directed the Volkswagen “Lachende Pferde” commercial?

Bart Timmer directed it, produced by Jan Fincke.

What awards did Volkswagen “Lachende Pferde” win?

3 awards, including ADC*E 2017 Gold Film & Radio — TV/Cinema Commercials, ADC*E 2017 Silver Film & Radio — Online/Viral Videos and ADC*E 2017 Silver Film & Radio — Sound Design.

What is the tagline of Volkswagen “Lachende Pferde”?

“Präziser einparken. Der Tiguan mit Trailer Assist.”

Sources for the credits and awards

adceurope.org

Volkswagen “Lachende Pferde” (2017) Commercial by Bart Timmer: Credits, Awards & Stills