Top Spot of the Week: Johannes Leonardo, Director Bjorn Ruhmann Walk On The Wild Side For VW


Robert Goldrich
Friday, May. 27, 2022


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In this offbeat comedy spot for Volkswagen out of NY agency Johannes Leonardo, we are introduced to a pedestrian who behaves as if he’s the center of the universe--while also oblivious to the universe around him. With one inconsiderate act after another, he makes his way from his apartment, out onto the sidewalk and ultimately jaywalks in the path of an oncoming VW Atlas with a family on board. 

The Atlas automatically stops, avoiding hitting the jaywalker. A voiceover notes that VW products are made to keep everyone safe--even “those guys” in reference to the ungrateful, unaware, uncaring pedestrian.

“Those Guys” was directed by Bjorn Ruhmann via production house SMUGGLER.


Client Volkswagen Group of America Agency Johannes Leonardo, New York Jan Jacobs, Leo Premutico, co-founders and creative chairmen; Julia Neumann, chief creative officer; Jonathan Santana, group creative director; Julian Cohen, sr. copywriter; Mikayla Lapierre, sr. art director; Charles Watlington, design director; Maria Perez, head of production; Rebecca O’Neill, group executive producer; Kelly Treadway, sr. producer; Steve Zaroff, chief strategy officer; Mary Bakarich, group strategy director; Kat Logan, strategy director. Production Company SMUGGLER Bjorn Ruhmann, director; Patrick Milling-Smith, Brian Carmody, Allison Kunzman, exec producers; Alexandra Lisee, producer; Danielle Billman, production supervisor; Jess Hall, DP; Kate Bunch, production designer. Editorial Gattie & Lopez Chuck Willis, founder/editor; Sue Willis, founder/managing director; Anna Peitti, producer. Finish/VFX/Color Grade The Mill Mark Gethin, colorist; Kieran Hanrahan, VFX lead; Jimmy Bullard, creative director; Clairellen Wallen, sr. exec producer; Ed Rilli, sr. producer; Ramya Shankar, Jessica Amburgey, producers. Audio Post Sonic Union Steve Rosen, audio mixer/founder; Rob DiFondi, Kelly Oostman, audio mixers; Justine Cortale, managing director/studio manager. Licensed Music Premier Music Group Ian Herbert, music supervisor; Aaron Mercer, partner/EVP.


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