Tony Kaye
“God Bless the Child” - Volkswagen
- DirectorTony Kaye
- AgencyBMP DDB Needham Worldwide Limited
NICLAS LARSSON Tony Kaye is forgotten now, but he is still a legend. His work for VW is still some of the greatest, and bravest work a car manufacturer has ever done.
The spot
A little girl walks hand-in-hand through the frenetic, noisy streets of Manhattan - surrounded by honking horns and police sirens. Billie Holiday’s “God Bless the Child” sets a poignant, atmospheric mood. Along the way, she witnesses unsettling scenes - someone crying out in distress, arrests unfolding violently - before ultimately arriving at her destination.
This contrast - between an innocent child's journey and the chaotic urban environment - creates a powerful emotional pull, accentuated by the song’s soulful melancholy.
It earned a prestigious Graphite Pencil in the D&AD Awards under “Television and Cinema Advertising / Cinema Commercials, Single” — marking it as a standout piece in visual storytelling.