“Unleash Your Rrrr” With Volkswagen
New, interactive campaign by VW lets you control the Golf R by making engine noises with your voice.
This one will whisk you back to childhood days of playing with your toy cars and making silly engine noises with your mouth. Thanks to Volkswagen and Deutsch LA, you can relive that very same childhood experience with the automaker’s interactive “Unleash Your Rrrr” campaign.
Deutsch LA created the “Unleash Your Rrrr” site using “deep learning” artificial intelligence. Using your computer’s webcam and microphone, the site records you making engine noises. It then creates a customized video based on the sound of your voice, matching your engine noises with existing footage of the Golf R.
Here’s the campaign trailer featuring famed sound effect master and star of the Police Academy movies, Michael Winslow, aka the “Man of 10,000 Sound Effects.”
Here’s race car driver Tanner Foust attempting to get his Michael Winslow on:
And here’s Deutsch LA’s Winston Binch having some fun:
VW is promoting “Unleash You Rrrr” on Facebook, Twitter and Instagram:
— Volkswagen USA (@VW) July 13, 2015
Explaining the approach behind the campaign, Volkswagen of America VP of Marketing, Vinay Shahani, said the following:
[blockquote]The idea behind the Golf R ‘Unleash Your Rrrr’ was simple: imagination. As children, we’ve all played with toy cars, and the power of our imaginations allowed us to turn rugs into expressways and wooden floors into slick racetracks. Our voice would act as the engine. Fast forward to today where we now have the power of technology to enhance our imagination, and to visualize the power of our voice.[/blockquote]