This is a car commercial inspired by epic themes found in Herman Melville’s 1851 classic “Moby Dick.” Told by a tormented Alaska tow truck driver, played by David Florek, the modern-day Ahab is fraught with frustration, yearning and regret over the car that kept escaping his grasp, even in an arctic blizzard. Created by San Francisco ad agency Venables Bell & Partners, the commercial spins an overblown account of trying to hook the wily Audi Quattro. Though exaggerated to mythic proportions, the tale of the tow truck driver versus the Audi Quattro is not anything like the story of Ahab’s obsessive and vengeful pursuit of Moby Dick, the great white whale that chewed off his leg and ultimately destroyed his Pequod ship and him along with it. But the comparison makes a wonderful yarn, especially when you consider that the commercial is really about Audi Quattro’s four-wheel drive system — which would really be boring if the narrator told it straight.
When El Paso Chile Co. commissioned Charles S. Anderson Design in Minneapolis to create a new packaging system for its retail salsa and marinade lines, it wanted to make sure that consumers grasped the fact that its products were authentic Tex-Mex, not wannabe imitations made in places like Cincinnati or Brooklyn. A border town in far west Texas, El Paso is so close to Juarez in Mexico that the two cities are sometimes considered one metro area. El Paso Chile Co. knows its salsas and wanted the packaging to capture that in look and feel.