Volkswagen and DDB UK Launch Epic New Polo Campaign

Jonathan Glazer directs stunning "Last Tango in Compton"

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Nov 12, 2010, 05:08 ET

LONDON, Nov. 12, 2010 /PRNewswire/ -- This week DDB UK and Volkswagen unveiled their stunning new commercial "Last Tango in Compton" to re-establish the award-winning Polo in the minds of consumers.

First launched 35 years ago, the Polo has long been known for its reliability, safety and toughness. Although the new model still retains these values, it now also has the looks to match. Or as the tag line tells it, "Tough. Beautiful. Polo."

The visually arresting ad, shot by award-winning director Jonathan Glazer (of Guinness Surfer, Sony Paint and Levi's Odyssey) from Academy Films, features a couple performing a sensual, beautiful tango to a tough, pounding hip-hop track in an extraordinary dance sequence: Tough and beautiful all in one.

In an all-black industrial set stripped of clutter, the viewer's attention is drawn to the dancers as their bodies mesh in a close embrace, cheek to cheek, chests together, their legs intertwined, in a long beautiful expression of love and passion. In apparent opposition, the pounding rhythms of up-and-coming hip-hop artist Roc C's track "Don't Stop" provide surprising accompaniment to the couple's tango. The ad closes on the stylish black Volkswagen Polo set within a pure red urban landscape.

Shot in north London, "Last Tango in Compton" stars two of the world's best Tango dancers — Gasper Godoy, Argentinean Tango World Champion, and partner Manuella Rossi, the world's number two tango champion. The pair dances a commissioned piece overseen by one of the world's foremost choreographers with a unique setup of over 20 different cameras simultaneously following their every move.

The ad launches November 10 accompanied by a high-profile digital and social media campaign, and utilizing extensive behind-the-scenes footage.

"Last Tango in Compton" sees DDB UK and Jonathan Glazer partnering for the first time since the award-winning Volkswagen Polo "Protection" campaign in 1998.

DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. Consistently one of the most awarded networks globally for creative excellence, DDB was Campaign's 2009 Global Network of the Year, the 2010 Spikes Asia Network of the Year, and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With more than 200 offices in over 90 countries, the DDB Group helps grow the value and influence of leading brands around the world. We believe that creativity is the most powerful force in business, allowing us to develop the ideas that people want to play with, participate in and pass along. We call this Social Creativity. DDB Worldwide is part of Omnicom Group Inc. (OMC).

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