Not the most original idea, a trip through history for a car, but agency, Bernbach – Omnicom’s specialist agency for Volkswagen – has given its Volkswagen GTI heritage film an appealing difference. The timeline story is told through the photos and social posts of the car’s fans from the 1970s to this year’s anniversary-special Golf GTI Edition 50.

It’s a story of the people who’ve loved the GTI, from a little girl in 1976 excitedly watching her dad arrive home in their new Mk1 GTI, through to a man showing that same passion as he sees the new model for the first time. There’s also a glimpse of the future with an appearance from the ID. Polo GTI.

As well as tracing the evolution of the GTI itself, the film, 50 Years of Pure Passion, shows glimpses of the engineering and design details that have made the GTI iconic in each era, from the badge, alloys, steering wheel and gear shift, and nostalgic touches such as the cassette and CD players that defined their time.

The visual style if the film, directed by Billy Boyd Cape with Academy Films, evolves with the passage of time, shot with the cameras and technology of each era. Starting with what looks like home movie footage, followed by the camcorder and disposable camera aesthetics of the ‘90s, the film moves into video gaming and smartphone social content that defines modern media.

The film also celebrates how much the GTI has become part of our culture, with glimpses of fans from a small boy to a 93-year-old grandfather, a bride using it as her wedding car, and even someone’s Golf Mk3 GTI tattoo.

The campaign launched in the UK across cinema, television, VOD and social channels, running until October.

Sarah Cox-Thornley, head of marketing at Volkswagen UK, stated, “People all over the world have memories that are intertwined with GTI cars. We wanted to celebrate that and give people an enjoyable trip down memory lane.  Celebrating 50 years of pure passion has been an absolute joy for the team, replicating real customer stories and featuring some of our fans’ own content is a true honour. Having such equity in these 3 letters – G.T.I – is something we had to celebrate in this milestone year.”

Sam Lecoeur, chief client officer, added, “For 50 years, the GTI has captured the hearts of drivers, so it was a real joy, alongside the brilliant team at Volkswagen, to celebrate the iconic role it has played in UK culture over generations.”

Conceived as a passion project by a small team at Volkswagen’s Wolfsburg headquarters before going on sale in 1976, the GTI has gone on to become one of the world’s most celebrated performance cars. To date, 2.5 million have been sold globally, there are 1.3 million videos on TikTok with the GTI hashtag, and over 200,000 attendees at the last GTI Spring Fest, held at Santa Pod Raceway in Northamptonshire.

Credits:

Client: Volkswagen UK [GTI]
Director, Volkswagen Passenger Cars: Rod McLeod
Head of Marketing: Sarah Cox-Thornley
Brand and Performance Marketing Team Lead: Glyn Butterworth
Brand Marketing Manager: Nicola Burrows
Brand Communications Manager: Hannah Davis

Agency: Bernbach
Chief Client Officer: Sam Lecoeur
Group Executive Creative Director: Ben Tollett
Creative: Mary Johansen & Kenny Meek
Executive Producer: Jessica Middleton
Assistant Producer: Amy Galvin
Business Directors: Sam Perez & Adam Morrison
Account Director: Ethan Meade
Account Manager: Archie Elson
Group Planning Director: Jack Spicer
Senior Planner: Joe Percy
Senior Project Managers: Charmaine Balay Legal: Tom Campbell, Candice McLeod
Business Affairs: Edan Cummins
Design: Olly Watts

Production Company: Academy Films
Director: Billy Boyd Cape
Executive Producer: Simon Cooper
Producer: Juliette Harris

Editing: Trim Editing
Executive Producer: Polly Kemp
Editor: Thomas Grove Carter

Post Production: 1920
Creative Director & VFX Supervisor: Bill McNamara
VFX Supervisor: Chrys Aldred

Colour Grading: 1920vfx
Colourist: Kai Van Beers

Music Company: Twenty Below Music
Executive Producer: Emily Pritchard 
Music Supervisors: Emily Pritchard & Luke Barham  Sound:

Audio Post-production: 750mph
Head of Production: Rachel Saxon
Sound Engineers: Sam Ashwell & Mike Bovill  

Media: Bernbach