We recently completed the second television spot in our campaign for Capitol Volkswagen/Hyundai/Suzuki. Now, while it moves in a new direction graphically, it maintains the overall aesthetic of the first spot. And in fact our reason for recommending this direction (which we call “White World”) to the client was that it allows us to maintain a consistent look and feel as we go, while playing with visual elements of a fundamentally different nature.

We believe it’s this “changeable same-ness” that allows a campaign to develop instant recognizability, while at the same time staying fresh over months and even years.