The idea was crafted by Ogilvy CTN creative team Jennifer McFarlane and Cuan Cronwright with ECD Chris Gots and headed by Corporal Iris Vinnicombe. Comments Cuan, 'We saw this campaign as an emotional celebratory journey for the Citi, rather than a funeral."
Director Jason Fialkov set off on a roadtrip armed with crew and a handful of maps to record the last journey of the last Citi as it made its way around the country, offering Citi owners the opportunity to sign the car before it cruised into its new home in the VW Museum in Uitenhage.
Shot on 16mm, the journey took place over 14 days and covered more than 5000kms. Finally, over 15 hours of footage were edited down into a 60-second commercial that brings to life the spirit and emotion of the car that has been a part of our lives for so long. Ensuring that while the Citi may be a thing of the past, its memory lives on.
View the spot here