To promote the Golf R, we launched an incredibly fun digital campaign which lets you make engine noises with your voice to control a virtual version of the vehicle.
The campaign microsite uses “Deep Learning” artificial intelligence to analyze the vocal pitches of people recording 10-seconds of their own driving noises.
The site encourages users to mimic the sound of shifting gears, acceleration, and drifting. It then matches those noises with footage of a car bombing around a twisting road, while an image of the user looking ridiculous making their car sounds appears in the corner.
The interactive web app then generates a customized, shareable film of the turbocharged Golf R speeding round a racetrack.
The stunts in the videos were performed by professional racecar and stunt driver Tanner Foust, a member of the Volkswagen Andretti Rallycross Team during the 2014 and 2015 Global Rallycross Championship seasons and a movie stunt driver. Michael Winslow, known as the “Man of 10,000 sound effects”, is shown taking on the VW Golf R with the power of his voice in a promo video for ‘Unleash your Rrrr.
Client: Volkswagen, Agency: Deutsch LA, Director: Eric Kaufman