Proving The "Good Stuff" Can Be Found in the Creative Department

I've been in enough campaign ideations to know it really took some convincing to get a client to sign-off on a "dog fish" as the lead in your new car commercial. When evaluating a campaign, one often asks is the campaign more about the car or the driver. I have never asked is the campaign about the driver's genetically, mutated pet?

Perhaps this came up in research? The target consumers enjoy surfing, swimming and own dogs so how about we develop an ad using a mystical creature that's half dog and half fish? I have to admit it does sound like some good stuff, please pass the ganja. At least it's memorable, which is something I can't say about most ads; though, the memory is more about the pet and not the car. I know it was Volkswagen. But was it a Golf? A Jetta? A Passat? Oh wait, I think it was a Jetta, a Jetta station wagon...

The ad was developed for the Brazilian market. more.