Volkswagen brings back 1% campaign and reveals a Mad Max ute in new ad onslaught
Volkswagen has launched an advertising onslaught with campaigns offering cheap finance for its Polo and Golf models along with a viral campaign which turned its Amarok ute into Mad Max-styled car.
Volkswagen has given its Amarok ute the Mad Max treatment
The twin campaigns launched as the brand remains in a head-to-head battle with Toyota to finish the year as the biggest-selling car-maker on the planet.
Both campaigns were created by DDB in Sydney with the Polo and Golf campaign promoting its 1% comparison rate with the line ‘99% of deals can be ignored’.
One ad in the series features a man at a garage sale, his attention attracted by something in the distance. When he reaches a table that is piled high with items, he pulls out the newspaper obscured underneath and stares in wonder at an ad promoting the finance rate.
https://www.youtube.com/watch?v=Y0Xv5YcufBU
The second ad in the series feature a woman attracted seemingly to a man holding a ‘free hugs’ sign, only for her to push him aside to stare intently at an outdoor ad for the cheap comparison rate.
https://www.youtube.com/watch?v=gIQ3t_xBuj8
The car-maker has also revealed itself to have been behind a series of images of a prototype truck that has been seen around the country and shared on social media, igniting the interest of truck fans.
Volkswagen commissioned the creation of a “concept car” nicknamed the Korama and leaked a series of images online, which were then shared by truck fans.
The campaign is a shift on the successful ‘Naked Ute’ campaign for the Amarok.
Volkswagen Commercial Vehicles marketing manager, Ralph Beckman, said the approach was a perfect sequel to Naked Ute.
“The Naked Ute was one of the most successful campaigns we’ve ever had, and the opportunity to once again showcase the Amarok’s inherent toughness in an unexpected way was too good to pass up,” Beckman said.
Volkswagen commercial vehicles director, Carlos Santos, said evoking Mad Max was perfect for the brand.
“The Korama evokes the kind of cult fanaticism that utes perpetuate in this country,” Santos said.
“Having Mad Max: Fury Road’s mad genius design the Korama for us was a real coup and I think what was created has captured all of our imaginations.”
