Run for Your Lives! King Kong is (Adorably) on the Loose in This VW Ad

Kong's Object of Desire Is the Volkswagen Tiguan -- the 'New King of the Concrete Jungle'

By Simon Dumenco. Published on Aug 04, 2017

Editor's Pick

When a red Volkswagen Tiguan passes a giant inflatable King Kong stationed outside a car dealership, something magical happens: Kong subtly seems to come to life -- his face, in close-up, suggests a combination of awe and longing -- and breaks free of the ropes that keep him grounded. Now he can float above the streets of Manhattan in slow-mo pursuit of the car.

The driver seems vaguely aware of the chase, but fortunately she and the Tiguan escape the fate of the Ann Darrow (Fay Wray) character in the original "King Kong" movie. But VW's Kong does ascend to the top of the Empire State Building so as to get the perfect vantage point from which to regard the car of his dreams.

Adding to the ad's charm: Electric Light Orchestra's infectious 1976 hit "Livin' Thing" is the soundtrack -- "And you, and your sweet desire / You took me, oh higher and higher, baby" -- leading up to the tagline: "Introducing the all-new Volkwagen Tiguan: the new king of the concrete jungle."

VW ad fans might recall that ELO featured in a notable spot from yesterday. Directed by Mike Mills and created out of Arnold, the "Bubble Boy" ad depicted an office worker, Bill Briggs, who escapes from his human habitrail with the help of VW's Beetle.

The latest ad debuts alongside another one featuring an office worker a little more dedicated than Briggs -- a woman who strives each day to make it to the top, and all the while, her Tiguan is at her side. Noam Murro of Biscuit Filmworks directed both of the new spots.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Aug 04, 2017
Deutsch - L.A.
Noam Murro
Production Company:
Biscuit Filmworks

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.