VW’s treasure chest of wit is jam-packed. DDB Canada just added two more engaging TVCs.
Unforgettable is the first creative work for VW as its agency of record. It seems also to describe the campaign.
A dad uses the 2015 Tiguan’s responsiveness and acceleration to control what his daughter and her date do in the back of the car on the way to their prom. Now, that’s a story every parent will remember with a smile on his (or her) face.
A young man’s driving ineptitude during his licence test goes unnoticed when then the examiner becomes fascinated with the features on the 2015 Passat. Brilliant.
Prom Night appears in English and French on television and online, and is supported by local dealership print ads, preroll, digital/social advertising and a NHL-playoff sponsorship.
Driving Test appears on specialty television networks in both English and French and online; and is also supported by dealer print ads, digital and social advertisements.
“The creative for both the Tiguan and Passat seamlessly integrate each vehicle into the advertising, which feels natural and plays a key role in the story. Not only is the vehicle featured as an integral character in each storyline; it’s the distinct driving experience of each model that ultimately saves the day,” Cosmo Campbell, chief creative officer, DDB Canada, explained.
And the overarching platform? “Throughout history, VW has been the most iconic and unforgettable car brand, which is why this new platform is so uniquely Volkswagen,” noted Peter Blackwell, director of marketing, Volkswagen Canada. “Volkswagen is a car brand that sticks with you. Whether it’s our iconic designs, the hard-to-define feeling of joy you get while driving a Volkswagen, or the satisfaction of getting great value; this new creative platform works beautifully by highlighting each model’s unique features as its reason for being unforgettable.”
The 2015 Tiguan campaign kicked off on April 27, followed by the 2015 Passat campaign on May 4. Both campaigns will run on rotation throughout the year.
