Insight: Would an icon be an icon if it had to tell people it was iconic?

Idea: The Golf is such a quietly confident icon, that no context is needed to get driving enthusiasts excited.

New Golf.
Enough said.

VO (Male, mid-30s): The new Volkswagen Golf is here.

What more do we need to say?

Out VO artist steps away from the mic and addresses a producer in the room with him.

So what more do we need to say?

Producer: Nothing. That’s it.

VO: Sweet! Early mark.

SFX: We hear the man take off his headphones, open a door and then close it behind him.

We then have 5 seconds of silence followed by…

Female VO: Volkwagen. Let’s go for a drive.