Tommy Cehak

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Volkswagen Golf
GTI Hijack - Ad Break Championship

If you're wanting to escape the everyday, the new Golf GTI is the perfect vehicle to do it in. To prove it, we took on the most everyday thing there is. The ad break. We hacked the commercial break by creating the first TV ad you can actually play. A QR code in the first slot of the commercial break opened a web-based game, allowing Aussies to race the rest of the nation for the chance to win a GTI for real and turned a 30 second ad into a 3 minute brand takeover. In between the weekly live race events, our campaign encouraged Aussies to hone their skills on one of three practice tracks while they explored the features and performance of the forthcoming Golf GTI.

Read more about it here:

https://www.afr.com/companies/media-and-marketing/volkswagen-hacks-ad-break-with-car-race-to-launch-new-gti-20210715-p58a1y

https://mumbrella.com.au/volkswagen-aims-to-take-over-the-ad-break-with-the-second-screen-in-new-golf-campaign-693461

https://www.contagious.com/news-and-views/Campaign-of-the-week-volkswagen-gaming-golf-launch-campaign?utm_content=174225520&utm_medium=social&utm_source=linkedin&hss_channel=lcp-848133
Awards & Recognition


D&AD
1 Graphite 
1 Wood
3 In-Book

Spikes
1 Grand Prix
1 Gold
1 Silver


AWARD
6 Gold
6 Silver
6 Bronze


Caples
2 Gold
1 Bronze
Highly Commended Best in Show 


One Show
1 Bronze





Contagious Campaign of the Week

Best Ads on TV Top 6






Tommy Cehak.
Creative Director.

Sydney, Australia.