You don’t see the human side of commercial vehicles in ads very often. You see workers using their muscles. You see vans using their muscles. But in BBH London’s first work for Volkswagen Commercial Vehicles you get acquainted with the people behind the vans. You hear their thoughts as they work. You think, « Hehe, they’re just like me », and you hardly notice (or at least, don ‘t mind) that you’re being fed the features of the vans.
BBH London was appointed as the brand’s UK creative agency earlier this year.
The take-out of the campaign is that Volkswagen Commercial Vehicles understands what it’s really like to run a business in modern day Britain and knows what that business needs.
The three films, directed by Mike Maguire and produced by Outsider, each tackle a different obstacle small businesses in Britain may have to overcome. The films are accompanied by an OOH, digital and social campaign reinforces the insight VWCV has into the daily working lives of its customers, and how it can cater for their needs.
Ian Heartfield, chief creative officer of BBH London, commented, “When it comes to talking to small business owners, authenticity is everything. So this campaign is based on real insights from real people, elevated with witty story-telling and high production values.”
Sarah Cox, head of marketing for Volkswagen Commercial Vehicles, added, “Working With You is at the heart of everything Volkswagen Commercial Vehicles stands for. We understand our customers and want to offer reassurance that whatever challenges life throws at them, we are by their sides as a partner to help their business thrive. We love the charm of the new campaign and feel it talks to everyday SME customers, with a touch of humour you need to get through life some days.”
Credits
Agency : BBH London
Creative Team: Guy Hobbs & Ben Edwards
Creative Director: Matt Moreland & Chris Clarke
Strategists: Adina Neamtu & Dalonie Graham
Strategy Directors: Tom Patterson & Oliver Waterstone
Business Leads: Sam McLeod & Zoe Eagle
Account Manager: Bella Johnston
Account Director: Andy Connolly
TV Producers: Matt Towell & Joe Pawsey
Assistant TV Producer: Rory Reames
Print Producer: Pippa White
Production Company: Outsider
Director: Mike Maguire
Executive Producer: Richard Packer
Producer: Steve Elgar
DoP: Christopher Sabogal
Post Production: The Mill
Editing: Matt Chodan @ Gorilla
Sound: Ben Gulvin – 750mph
Client: Volkswagen Commercial Vehicles
Sarah Cox: Head of Marketing
Laura Bignall: National Communications, Retail and Digital Marketing Manager
Louise Willis: Communications Manager
Matthew Mann: Digital Project Communications Manager
