Volkswagen underlines its reputation for quality and reliability [read: trust] with trademark humour by DDB Paris. And the unexpected story of Maxime.

The campaign commercial, directed by comedy director, Harold Einstein, and produced by dummy, tells the story of Maxime, a kind and endearing man suffering from an imaginary syndrome, decidophobia – in other words, a chronic inability to make choices. Since childhood, whether it’s picking a card during a magic trick at his birthday party, choosing a dish in the cafeteria, or deciding who to pass the ball to on a soccer field, Maxime has been unable to decide. This difficulty triggers such intense panic that he loses consciousness, eventually leading him to seek therapy. Until Volkswagen enters his life.

Surprisingly, with Volkswagen, Maxime doesn’t faint. He manages to make a choice. Because a Volkswagen is an easy choice, an obvious one. The story is an allegory for the hesitation facing people facing when choosing their next vehicle in a market punctuated by new models, emerging brands, and evolving engine technologies.

“Volkswagen has always been about giving people choice. When it comes to poor Maxime, a self-proclaimed decidophobe,  this is the only time that his choice will be an easy one. Whether you’re like Maxime and you’re lost in the sea of options or you already know what you want – we hope these films make you smile,” Alexander Kalchev, CCO & CEO, DDB Paris.

The full campaign includes a 50-second film and three 30-second formats broadcast on TV, online platforms, catch-up TV, social media, and digital. It will run throughout the year, accompanying Volkswagen’s key moments, including the brand’s open days. It is the first step in building a platform that strengthens both its brand legacy and business ambition.