Fairytale Characters Go From Riches to Rags in These New Vauxhall Spots – Adweek

British automaker Vauxhall found an attention-grabbing way to notify audiences about the reverse parking camera that comes standard with its Atria.

A new animated campaign from Velocity, McCann’s agency unit dedicated to Vauxhall Motors and MRM Madrid, tells three fairytale stories in reverse. Cinderella, Jack and The Ugly Duckling start off well but find over time that their fortunes get progressively worse.

Cinderella, for example, goes from living happily with the prince to getting “unmarried” (annulled? divorced?), to losing her slipper and having her carriage turn into a pumpkin en route to her new home where she’s back to living with her wicked stepsisters and stepmother and will presumably live unhappily ever after.

It’s a clever way to illustrate the tagline point that “Things can end badly backwards” without delving into the real-life dangers of driving in reverse.

Velocity and MRM Madrid worked with three animation houses in three different countries (Brazil, Spain and the U.K.) to bring the three different stories to life, which provides a welcome visual variety and helps give each a distinct feel befitting the story in question. There’s a whimsical surreality to the animation style Madrid’s Mach Studio applied “The Ugly Duckling,” for example, befitting for a tale that ends with its titular character turning into an egg. London animation studio Coffee & TV handled “Jack and the Beanstalk,” while Brazil’s Lobo took on “Cinderella.”

The campaign debuted as pre-roll ads and on Vauxhall’s social channels but is planned to run on broadcast before the end of the year. For more on the process of creating the ads, check out the “Making of” video after the spots below.

CREDITS

Adrian Botan
McCann Worldwide
Creative President McCann Europe

Miguel Bemfica
MRM // McCann Madrid
Chief Creative Officer

Vince McSweeney
McCann Milton Keynes
Chief Creative Officer

Eduardo Battiston
MRM // McCann Madrid
Executive Creative Director

Nick Cooper
McCann Milton Keynes
Executive Creative Director

Chris Robertson
McCann Birmingham
Executive Creative Director

Alberto Espeja
MRM // McCann Madrid
Senior Copywriter

Joe Ivory
McCann Birmingham
Senior Copywriter

Jamie Buckingham
McCann Birmingham
Senior Art Director

Justin Sanders
Global Radio
Producer

Dave Bush
Global Radio
Editor

Ugly Duckling animations only:

Rafael Merino
Mach Studio
Head of Art

Victor Llorente
Mach Studio
Technical Director

Pablo Camarero
Mach Studio
Art Director

Álvaro Rebollo
Mach Studio
Vfx Director

Beatriz Orellana
Mach Studio
Modelling & Look Dev

Jose Antonio Martín
Company: Mach Studio
Rigger

Christian Dan
Mach Studio
Animator

Cinderella animations only:

Grabriel Nobrega
Vetor Zero/ LOBO
Director

Lee Peffer
Vetor Zero/ LOBO
Animation Director

Felipe Jornada
Vetor Zero/ LOBO
Art Director

Lucas Andrés Barreto
Vetor Zero/ LOBO
Director of Photography

Frederyco Martins
Vetor Zero/ LOBO
Modeling

Bruno Saber
Vetor Zero/ LOBO
Modeling

Daniel Bahia
Vetor Zero/ LOBO
3D Animation

Jerome Saravá
Vetor Zero/ LOBO
Animation Supervisor

Leo Cardaval
Vetor Zero/ LOBO
Rigging Supervisor

Henrique Ribeiro
Vetor Zero/ LOBO
Rigging

Lee Peffer
Vetor Zero/ LOBO
Stop Motion Animator

Jack and the Beanstalk animations only:

Martin Allen
Coffee & TV
Creative Director

Jonny Grew
Coffee & TV
Creative Director

Josh George
Coffee & TV
Character Design & Development & CG & Animation

Catherine Elvidge
Coffee & TV
CG & Animation

Adam Lindsay
Coffee & TV
CG & Animation

Adrian Russel
Coffee & TV
CG & Animation

Amy Heyes
Coffee & TV
CG & Animation

Richard Costin
Coffee & TV
CG & Animation

Steve Waugh
Coffee & TV
Art Director

George Neve
Coffee & TV
Grade

Charlotte Hopkins
Velocity
Producer

Company Credits

MRM//McCann Madrid
Idea Creation

McCann Milton Keynes
Idea Creation

Coffee & TV – only Jack and the Beanstalk animation credits
Production
Animation, Illustration, CGI and 3D Services

Images are for reference only.Images gathered automatic from google.All rights on the images and the contents are with their original owners.

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