Directed by Harold Einstein, this spot from DDB Paris for Volkswagen France tells the story of Maxime, a kind and endearing man suffering from an imaginary syndrome: “decidophobia”–in other words, a chronic inability to make choices. Since childhood–whether it’s picking a card during a magic trick at his birthday party, choosing a dish in the cafeteria, or deciding who to pass the ball to on a soccer field–Maxime has been unable to decide. This difficulty triggers such intense panic that he loses consciousness, eventually leading him to seek therapy. The films portray his daily life with humor, finesse, and subtlety, until Volkswagen enters his life.
Surprisingly, with Volkswagen, Maxime doesn’t faint. He manages to make a choice. Why? Because a Volkswagen is an easy choice, an obvious one. The brand becomes the unexpected yet reassuring solution to his problem–and likely to that of thousands of people facing hesitation when choosing their next vehicle in a market disrupted by new models, emerging brands, and evolving engine technologies.
Einstein directed “Maxime’s Saga” via Paris-based production company Grand Bazar. He maintains his own studio, Dummy, in the U.S.
