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    Bernbach and Director Billy Boyd Cape Celebrate U.K.’s “50 Years of Pure Passion” For The VW GTI

    By SHOOTUpdated:No Comments33 Views

    Volkswagen is celebrating 50 years of the GTI with a new campaign by Bernbach, Omnicom’s global agency for VW.

    This campaign shows how the GTI has inspired five decades of passion in its drivers and this 60-second film is centered on showcasing a timeline of the car from the 1970s right up to this year’s anniversary-special Golf GTI Edition 50.

    At the heart of the film is the story of the people who’ve loved the GTI, from a little girl in 1976 excitedly watching her dad arrive home in their new Mk1 GTI, through to a man showing that same passion as he sees the new model for the first time. There’s also a glimpse of the future with an appearance from the ID. Polo GTI.

    Alongside the evolution of the GTI itself, the film “50 Years of Pure Passion” celebrates the engineering and design details that have made the GTI iconic in each era, from the badge, alloys, steering wheel and gear shift, and nostalgic touches such as the cassette and CD players that defined their time.

    Directed by Billy Boyd Cape of Academy Films, the visual style evolves with the passage of time, shot with the cameras and technology of each era. Starting with what looks like home movie footage, followed by the camcorder and disposable camera aesthetics of the ‘90s, the film moves into video gaming and smartphone social content that defines modern media.

    It also celebrates how much the GTI has become part of our culture, with glimpses of fans from a small boy to a 93-year-old grandfather, a bride using it as her wedding car, and even someone’s Golf Mk3 GTI tattoo.

    The campaign launched across cinema, television, VOD and social channels, running in the U.K. until October.

    Sarah Cox-Thornley, head of marketing at Volkswagen UK, said, “People all over the world have memories that are intertwined with GTI cars. We wanted to celebrate that and give people an enjoyable trip down memory lane. Celebrating 50 years of pure passion has been an absolute joy for the team, replicating real customer stories and featuring some of our fans’ own content is a true honor. Having such equity in these 3 letters – G.T.I – is something we had to celebrate in this milestone year.”

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    Credits

    Client Volkswagen UK Brand GTI Agency Bernbach Ben Tollett, group executive creative director; Mary Johansen, Kenny Meek, creatives; Jessica Middleton, executive producer; Amy Galvin, assistant producer; Olly Watts, design. Production Academy Films Billy Boyd Cape, director; Simon Cooper, exec producer; Juliette Harris, producer. Editorial Trim Editing Thomas Grove Carter, editor; Polly Kemp, exec producer. Postproduction 1920 Bill McNamara, creative director/VFX supervisor; Chrys Aldred, VFX supervisor; Alejandro Marzo, Ian Copeland, Ben Revens, Klaudia Skalska, Monika Lesiecka, Gabriel Munoz, Anthony Scott, Steve Savoury, VFX artists; Kai van Beers, colorist; Charley Rowland, VFX producer; Brooke Mowat, VFX coordinator; Jordan Haynes, DMP artist. Music Twenty Below Music Emily Pritchard, exec producer & music supervisor; Luke Barham, music supervisor. Audio Post 750mph Sam Ashwell, Mike Bovill, sound engineers; Rachel Saxon, head of production.

    Media Type:Commercial: Cinema
    Video Tags:Academy FilmsBernbachBilly Boyd CapeVolkswagen



    Director Evan Silver, Indie Agency TiNY Battle Doggie Bad Breath With A Humorous “Mintervention”

    Monday, August 10, 2026

    Minties® is taking on dog breath again. And this time, it’s personal. Back in November, PetIQ’s Minties boldly declared “Dog Breath Is Over” in a newsbreak-style ad that introduced Minties FreshBitesTM--a line of innovative, chewy dog dental treats with that can be offered throughout the day for a long-lasting chew, so nothing gets between you and your dog in your closest moments. America responded by buying new Minties FreshBites by the millions, exceeding the brand’s most optimistic forecasts. So Minties and independent creative agency TiNY (the team behind the “Dog Breath Is Over” campaign) are following up on this story. And this time, it starts at Minterventions.com. “‘Dog Breath Is Over’ was the big message,” said Jissan Cherian, PetIQ’s chief marketing fficer. “Minterventions makes the message personal. If you’ve got a dog with stinky breath, we want to hear from you.” TiNY turned out two new spots for the Minterventions phase of the campaign. The first is this one titled “Cabbage” which features a dog named Mollie and an extendable hand. Why the extendable hand? “Mollie’s breath smells like she ate a skunk (who also has bad breath).”. A voiceover then asks the question at the center of the campaign: “Does your dog need a Mintervention?” Minties FreshBites is the answer, of course. Both spots were directed by Evan Silver of Reform School and edited by Tina Mintus out of Northern Lights in New York City. (Silver is an alum of SHOOT’s 2007 New Directors Showcase.) “It starts with a real, relatable problem,” said Mike Rovner, TiNY partner and chief creative officer. “That’s the TiNY way--we help clients build worlds they can live in. Once you set up the rules of the world, you can have... Read More

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