DDB NZ & Sweetshop: Volkswagen becomes a treasured family tradition

It has been five years since Volkswagen produced a brand ad in New Zealand. DDB New Zealand and Sweetshop director, Liz Murphy, have made sure that the comeback brand ad will make its mark.

The 60-second spot is the story of a younger brother’s history of disappointing hand-me-downs and second-hand gifts, told through his lens. His last second-hand gift, though, is the family Volkswagen. That elicits a completely different emotion – joy.

“The always-gets-the-leftovers guy, the second-hand-is-still-good guy, the you’ll-grow-into-it-guy. You’ve either been one or provided for one with your own leftovers. It’s a story that will resonate with anyone who was once a kid,” Murphy commented.

It was a tricky story to tell. Murphy got the emotional balance just right. “Ultimately this is a charming hero’s journey. One boy vs the world, taking his lot in life with humility and grace – and for this he is rewarded. We are delighted for him. It’s a heart-warming, playful story for the next chapter for Volkswagen New Zealand, and nestles perfectly in the iconic VW tone that is so warm and familiar around the world.”

https://youtu.be/I7rubAM_eBs

James Blair, lead business partner at DDB New Zealand, noted that the objective of Youngest Brother was to celebrate the emotional connection so many Kiwis have with the brand. Volkswagens remain in families year after year.

“After a five-year break, we are excited to help bring Volkswagen back into the hearts and minds of Kiwis. I think we managed to tap into a great reality of sibling life with the excitement of being given the family car,” he added,

Sara Pastor Ruprichova, Volkswagen NZ marketing manager, commented, “This campaign is based on the insight that unlike a lot of brands, our customers are often families not individuals. Owning a Volkswagen is more than just owning a car. It’s at the heart of so many shared family moments and stories. This is a heart-warming, playful story to mark the start of Volkswagen New Zealand’s next chapter.”

The TVC is running as 30-second, 45-second and 60-second spots, supported by out of home, radio, digital and social.