Volkswagen wants Australia to remember the joy of driving. The DDB Group Sydney campaign, Batteries Included, that taps into the joy of childhood and the emotional thrill of driving – reimagined for the electric era.
The campaign aims to counter the competition in an environment increasingly crowded with new and unfamiliar EV brands, by leaning into Volkswagen’s legacy of trust, emotion, driving pleasure – and childhood memories. The campaign introduces three all-new electric vehicles – the ID. 4 Pro, ID. 5 GTX, and the iconic ID. Buzz, with a nostalgic twist that speaks to the heart as much as the road.
“In a super competitive EV landscape, we knew we had to do something different,” stated Jenny Mak, creative partner at DDB Group Sydney. “The idea of awakening your inner child cuts through the noise and connects on a deeply human level.”
The hero commercial places EV Volkswagens in some nostalgic childhood locations, such as putt putt golf, fireworks, the local pizza joint, pony rides, and a water park, and features the closing line, “When was the last time you let your inner child drive?”, all backed by the song, When I grow up, by Australian artist, Patsy Biscoe.
The TVC launched the campaign, the next chapter in the brand’s evolution under its local brand promise, “Let’s go for a drive”, that includes digital, social, and out-of-home channels from July 6.
“This is Volkswagen brand chapter two,” Bianca Botma, head of marketing & brand – Volkswagen passenger vehicles, commented. “It’s about emotion, innovation, and reigniting the joy of driving – now powered by electricity.”
DDB Sydney creative director, Tom Lawrence, stated, “It’s all too easy to fall into the trap of advertising a range of cars by showing them conquering dirt roads or weaving through cityscapes. We couldn’t be more thankful to our clients for embracing stillness to let people have the space to connect with the brand.”
DDB Sydney creative director, Sam Raftl, added, “It feels unique for an EV story. We hope it’ll stand out amongst the loudness of the ad break by giving audiences the chance to take a breath.”
Credits:
Creative Agency: DDB Sydney
Chief Creative Officer: Matt Chandler
Creative Partner: Jenny Mak
Creative Directors: Sam Raftl & Tom Lawrence
Head of Brand Performance: Michael Sinclair
Integrated Producer: Laura Oleart
Managing Partner: Nick Russo
Group Business Director: James Llewelyn-Davies
Business Director: Jemma Western
Senior Business Manager: Britt Wilcock
Production Company: Finch
Director: Christopher Riggert
Managing Director: Corey Esse
Executive Producer: Nick Simkins
Producer: Caroline David
Casting: Felicity Byrne
Post House: The Editors
Executive Producer: Rita Gagliardi
Editor: Jack Hutchings
Colourist: Fergus Rotherham
Sound Post Production: Sonar Music
Senior Sound Designer: Andy Stewart
Head of Production: Haylee Poppi
Client: Volkswagen Australia
Head of Marketing & Brand – Volkswagen Passenger Vehicles: Bianca Botma
Director – Volkswagen Passenger Vehicles: Piergiorgio Minto
Director – Volkswagen Commercial Vehicles (former Passenger): Nathan Johnson
