This was my first Volkswagen commercial FOR DDB. I worked jointly as both aS writer & art director at this time in my career. My partner came up with this idea of a baby that wakes up when START/STOP technology kicks in and the car engine switches off. i worked on the script writing the strategic line that satisfied the business ambition. I provided vision on the intent of the driver and his baby, I did not an angry dad as the humour comes from a different tension. Although I can’t take credit for the beautiful comedic subtlety of performance for which is our director James Rouse is responsible.