Volkswagen The Crafter Ballet

Swan Lake performed by van trucks.


Volkswagen was about to launch a new model of their brand favourite: the Crafter. The Crafter is directly aimed at the construction workers and is a known for its durability, flexibility and is a trusted partner in their busy everyday. Construction work requires an extremely high level of precision at all times. The new crafter embodies all that, but it’s size can make it seem a bit clumsy and heavy, so the challenge was to showcase the new crafter while conveying a message og elegancy and smoothness.


What is the most elegant way to express the grace of movement? What if these giant seven meter vans could perform a ballet. Not just any ballet, but Swan Lake. We therefore had six white vans and one black van perform the famous Swan Lake, playing the parts of the white swans and the black swan. The vans spun and drove around in neat formation to the strains of Tchaikovsky's masterpiece. The movements mimicked the formation from the ballet and gracefully highlighted the Crafter's Park Assist, Side Assist and Trailer Assist features by showing how they help achieve those perfect balletic moves.


The Crafter Ballet attained a very surprising success- Becoming the most sold commercial in Volkswagen history, aside from films produced by the the internal office that were mandatory communication, following any car release. counting a whole 23 markets! Becoming the most sold crafter model ever.

The film was also featured in Adage as pick of the week, Campaign Live and Shots magazine amongst several others.


Idea & Concept: Martin Nørgaard Furze
Art Director: Martin Nørgaard Furze
Copywriter: Michael Rud
Creative Director: Jesper Isholm
Agency: Subsero
Production: U Itch I Scratch
Producer: Mads Marstrand
Director: Martin Nørgaard Furze, Jesper Skovbølling
DOP: Oliver Grant

Awards & Recognition

Creativity Ad Pick of the day

Campaign live Feauture