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Volkswagen “The Button” 2018

Volkswagen “The Button” (2018) is a Volkswagen commercial directed by Gary Freedman for adam&eve\TBWA, produced by Independent. It won 9 awards, including Clio 2017 Silver — Film / Commercials (between thirty [30] seconds and sixty [60] seconds), British Arrows 2018 Craft Gold — Costume / Wardrobe and D&AD 2018 Wood Pencil — Film Advertising Crafts / Production Design for Film Advertising.

A humorous montage of iconic movie villains and mad scientists pressing dramatic red buttons, only to reveal they are all starting a Volkswagen Golf.

Video: Volkswagen Hong Kong on YouTube

Shot by shot

  1. A black and white archival footage shot shows a hand pressing a button, then cuts to Frankenstein's monster lying on a wooden table, looking up.© Volkswagen0:30
  2. Three men in a retro-styled room, two standing and one seated, are seen from behind a fourth man in an orange chair.© Volkswagen0:33
  3. A red Volkswagen car with its headlights on is shown in a close-up shot, with a license plate visible at the bottom of the frame.© Volkswagen0:46

Stills © Volkswagen. Made by adam&eve\TBWA, Independent and Gary Freedman.

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

The idea

Iconic movie buttons actually start a Volkswagen Golf.

Tagline: “Volkswagen Driving Creativity”

red button tropevillain's lairmad scientistplot twistmontagehumorous reveal

The cut

Length
60 s
Shots
41
Average shot
1.5 s

What creatives use Volkswagen “The Button” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Volkswagen “The Button”? 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 black and white archival footage shot shows a hand pressing a button, then cuts to Frankenstein's monster lying on a wooden table, looking up.© VolkswagenThree men in a retro-styled room, two standing and one seated, are seen from behind a fourth man in an orange chair.© VolkswagenA red Volkswagen car with its headlights on is shown in a close-up shot, with a license plate visible at the bottom of the frame.© Volkswagen
    Frames from Volkswagen “The Button”

  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 “The Button” in order, with its length, framing and what happens in it.

    A black and white archival footage shot shows a hand pressing a button, then cuts to Frankenstein's monster lying on a wooden table, looking up.© VolkswagenThree men in a retro-styled room, two standing and one seated, are seen from behind a fourth man in an orange chair.© VolkswagenA red Volkswagen car with its headlights on is shown in a close-up shot, with a license plate visible at the bottom of the frame.© Volkswagen
    Length: 60 s · Shots: 41 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a mad scientist

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

    Volkswagen “The Button” is built on a mad scientist. Search the library by idea to see every spot that uses it.

    -196 “Ridiculous! How -196 defied the hottest trends”© -196New York Lottery “Hands”© New York LotterySony PS3 “Dr Beautiful”© Sony PS3Pretty Polly “Wild About That Bra”© Pretty Polly
    -196 · New York Lottery · Sony PS3 · Pretty Polly

More commercials by Gary Freedman

More from adam&eve\TBWA

  • Harvey Nichols "Shoplifters" (2016) commercial still© Harvey NicholsHarvey Nichols “Shoplifters” 2016Dir. Layzell Bros · adam&eve\TBWACannes Lions Grand Prix 2016
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • John Lewis "Monty's Christmas" (2015) commercial still© John LewisJohn Lewis “Monty's Christmas” 2015Dir. Dougal Wilson · adam&eve\TBWACannes Lions Grand Prix 2015
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Puma "I Got High" (2026) commercial still© PumaPuma “I Got High” 2026Dir. Elliott Power · adam&eve\TBWACreative Circle Gold 2026
  • Calm "Missed Birthdays" (2025) commercial still© CalmCalm “Missed Birthdays” 2025adam&eve\TBWAANDY Awards Gold 2025

Award-winning auto commercials

Questions

Who directed the Volkswagen “The Button” commercial?

Gary Freedman directed it, produced by Independent, for the agency adam&eve\TBWA.

Which agency made Volkswagen “The Button”?

adam&eve\TBWA created it for Volkswagen (2018).

What awards did Volkswagen “The Button” win?

9 awards, including Clio 2017 Silver — Film / Commercials (between thirty [30] seconds and sixty [60] seconds), British Arrows 2018 Craft Gold — Costume / Wardrobe, British Arrows 2018 Craft Gold — Original Composition and British Arrows 2018 Craft Gold — Production Design.

What is the tagline of Volkswagen “The Button”?

“Volkswagen Driving Creativity”

Sources for the credits and awards

britisharrows.comdandad.orgwinners.epica-awards.comweb.archive.orgclios.comLBB