The task was to launch the new Volkswagen Golf 6 by portraying the exhilaration that is experienced when driving it and to so in a way that was intrinsically relevant yet felt nothing like a traditional car ad. We created a TV ad that follows Marlice van Vuuren, a conservationist who rehabilitates injured and orphaned wild animals. She is alerted about a cheetah caught in a steel trap. The cheetah is so badly injured that its back leg has to be amputated but thankfully it survives the ordeal, and is therefore named Lucky. As a cheetah, Lucky had known the exhilaration of running at speed but could never experience that feeling again because of her injury. However, thanks to a ride in the back of a VW Golf 6 she experiences that pure joy once more.

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