An embrace can mean many things. The new Opel Meriva with its innovative FlexDoors is the perfect car for all life situations. It truly helps you to embrace your life. The strategic Embrace Life campaign via Amsterdam Worldwide Amsterdam takes visual cues from the New Opel Merivas innovative rear-hinged passenger FlexDoors which open to almost 90 degrees drawing a simple, yet compelling parallel between a physical embrace and the unique design and of the new Meriva. The television commercial begins with the car doors opening, reflecting arms opening, with the subtitle An embrace can mean many things before several different interactions which demonstrate this in a very human way. For example: a couple embrace for reassurance; two kick boxers huddle mid-fight to indicate protection, a backpacker arrives home and is welcomed back by his mother, two footballers hug to celebrate a goal, and a sleeping child is carefully carried to bed by his father. The print and outdoor executions also reflect the Embrace Life positioning, showing the new Opel Meriva in various settings, each one featuring a different section of the target audience including a beach view, featuring a smiling retired couple arm in arm embracing comfort; a woodland scene shows a father and adult son sharing a bike ride embracing while a shy child hides behind his dad to indicate embracing protection.
Client: Opel Agency: Amsterdam Worldwide, Amsterdam Production Company: Lucie P Director: Ben and Joe Dempsey Executive Creative Director: Richard Gorodecky Art Director: Igor Karpalov Copywriter: Gillian Glendinning Agency Producer: Margo Warmerdam Photographer: Uwe Duetmann Country: Netherlandsvia www.coloribus.com