VOLKSWAGEN TOUAREG

BRANDED CONTENT & ENTERTAINMENT
BY RED PEPPER
The name of a German SUV Touareg became a household name in Russia. If we say «Touareg» - there is no need to call the manufacturer because we all know it is Volkswagen. High brand's loyalty allows us to find a new way to communicate with our core audience; therefore we suggest releasing the project on a joint of Branded Content & Entertainment.
REGGAE IN THE TOUAREG

Nowadays advertising communication turns more and more into a show form. Brands know how to daze the audience with bright and nonstandard projects. So, Volvo tried to make Jeanne Claude Van Damme to do the split while moving between the trucks; S7 made a clip with OK GO music band on the plane where artificial gravitation were created. We suggest to make a video on the song dedicated to Volkswagen Touareg.
And after all we already have this song.
We're pleased to introduce you a new hit "Reggae in the Touareg" by EK-Playaz music band!

LYRICS

1.
Rewind to the beginning of this track
This is reggae, bro! This is Touareg
And we are riding slowly in da hood
'No' to the Babylon, only our home is good

Free of chains I've gone!
Turned my Touareg-ee reggae and was on the run
Touareg-ee Reggae is for all of us
Blue sky's looking at me through the panoramic glass

We are for the sun and the light inside
Look at us and put all your doubts aside
We are not into politics and not into the swag(-ee)
We are into reggae, Touareg-ee reggae.

All is rush. Don't get into this trap
Choose the sun, man, choose the sky, man, choose this rap
We've got tea, all kinds of cookies stuff
This is Touareg-ee reggae man, wassup!

Chorus:
This is reggae, Touareg-ee reggae
All the friends and buddies have already checked it
This is reggae, Touareg-ee reggae
Guys and gals are already shaken

This is reggae, Touareg-ee reggae
Wristbands,mascots, amulets always come in handy
This is reggae, Touareg — ee reggae,
Born to sing and write all kinds of bootleg — ees

2.
This is old school Russian raggamuffin root,
Dive with us asap into magic mood
Yellow, red and green - are the best of colors,
You'll tell me — "yo", I'll tell you — "hola-hola"!

Cause Touragee raegee, this is really awesome
Same as running naked, running by the coast
Same as drawing pictures with a simple pencil
Or having a vegetarian meaty bun of pastry

Babylon is now putting the screws on,
But in two days we'll be in Jamaica- ohhh,
But in two days we'll have breakfast under palms,
Breakfast under palms is exceptional

Mmm, you can drive around even on a wreck,
Listen to pop, house, classics, maybe rap
Even to the audio edition of Carnegie,
But we choose the reggae, Touaregee reggae!!

Chorus:
This is reggae, Touareg-ee reggae
All the friends and buddies have already checked it
This is reggae, Touareg-ee reggae
Guys and gals are already shaken

This is reggae, Touareg-ee reggae
Wristbands,mascots, amulets always come in handy
This is reggae, Touareg — ee reggae,
Born to sing and write all kinds of bootleg — ees



IDEA / SYNOPSIS
On the one hand, this clip should be mad enough to explain the audience that our joke isn't a joke at all. But on the other hand we need to show the car at its best and in a very original way. That's why we want to shoot monkeys in our video.
CHASING MONKEYS
We start with a very anecdotic and incredible situation. For example, we show a circus clown with tied hands and foot on the front passenger's seat. Then we see a car with a monkey as a driver and dressed up like a hip-hop star. Another monkey is dressed up the same way and sitting on the backseat of Touareg. And they're driving on the road. The show has begun!
We see that monkeys feeling comfortable inside Touareg. They look and behave as people do. For example, like members of EK-Playaz band. They have a lot of different snacks inside: popcorn, chips, cookies and cola. They're eating and fooling around with it.
Then monkeys are checking different car options: opening and closing windows and sunroof, changing music and turning on the sport mode. They are playing with the seat's modes and trying to open trunk from the inside. The monkey driver is regularly beeping over the music.
Then the car stops. One monkey goes out and come back soon with a police cap.
And here the chasing has started! At this point we see many policemen riding pony-unicorns.
Monkeys are throwing rubbish out of the window, the clown helps them.
A sharp turn. We see a traffic jam. Our car is loaded on a tow truck.
Police guys have lost their aim.
Long-shot. Then camera goes down and we can see a cabin of the truck. There are two guys from EK-Playaz band inside.

ABOUT EK-PLAYAZ
EK-Playaz are honored artists and pioneers of Russian hip-hop. This trio has more than 16 years of creative activity behind. Their style is characterized by thin self-irony, positive attitude to music and the world around, and also total absence of obscene language in their texts. The band is now working on a record of its fifth album which has to be released in 2016. The song "Reggae in the Touareg" is one of its main potential hits.

You can find detailed information about the band on their official website

http://ek-playaz.ru


LAST PROJECT
Also we found some real Tourag owners and gave them a listen of our song.

ABOUT RED PEPPER CREATIVE

The Red Pepper agency was founded in 2006 in Yekaterinburg and nowadays has also an office in Moscow and is represented in San Diego. We have more than 400 realized projects in Russia. Our service allows us to work at an international market, so the agency has work experience with clients from Switzerland, the United Arab Emirates, the Netherlands and the USA.

Since 2011 we are steadily in "Top-10" of Russian Creative Agencies according to AKAR. We have more than 100 professional awards, including 'gold' from the international Eurobest festival, Globes Awards, Golden Drum, PIAF and Golden Hammer.

In 2013 Red Pepper was included into a list named "Three best independent agencies of Eastern Europe" according to Golden Drum.

In 2015 at the national "IDEA" festival Red Pepper was called "The agency of the year in Russia".

http://redpr.ru/


LAST PROJECT
MAIN REFERENCES
The Epic Split feat. Van Damme
Upside Down & Inside Out
Beer Chaise
FINALLY
We do believe that releasing of such playful and cheerful music video will allow us to maintain a positive image of the brand in Russia and to attract a new audience. This video shows the new Volkswagen 'Touareg' at its best, including interior, exterior and all the main functions of the car. It will be something fundamentally new with its advertising communication and will be spread organically virally through the web.