VW unveils ad for ‘most important launch of the year’
Volkswagen has unveiled its most important product launch of the year with a campaign for the small car, Volkswagen Up!.
Created by DDB Sydney, a TV campaign will be supported by street furniture, print executions, a microsite and web banners which will run nationally.
Nick Pringle, creative director at DDB Sydney commented: “Working on the launch of the up! was a huge opportunity but also a challenge, because small cars have such a negative perception in Australia. The phrase ʻtin can on wheelsʼ springs to mind. Who better to tell our story than a lovable old-timer who believes that heʼs being driven in a big car, such is the quality of the new up!.”
Jutta Friese, GM Marketing of Volkswagen, said: “The launch of the Volkswagen up! is our most important product launch for the year as it marks our entry into the sub-light category. The up! sets a new benchmark for this segment in terms of quality, engineering and safety.”
“The campaign leverages the solid, reliable and innovative heritage of the Volkswagen brand while establishing a unique personality for the up!. We believe this will help to distinguish the 2012 World Car of the Year from the rest of the sub-light category competitors,” added Friese.
Credits:
Volkswagen
General Manager, Marketing: Jutta Friese
Brand Communications Manager: Peter Stewart
Advertising Specialist: Loren Elsegood
Executive Creative Director: Dylan Harrison
Creative Directors: Steve Wakelam, Nick Pringle, Scott Huebscher
Creative Team: Dantie van der Merwe, David Fraser
Digital Creative: Stephen Joss
Managing Partner: Nicole Taylor
Planning Director: Ryan Richards
Business Directors: Josette Addinall, Dave Murphy
Business Management: Kamina Nagel, Kim Friedleander
Head of Onscreen Production: Brenden Johnson
TV Production Assistant: Casey Schweikert
Digital Producers: Jeroen Jedeloo and Rob Pignone
Digital Production: Tribal DDB
Print Producer: John Wood
Finished Artist: Justin Hoyer
Partners
Director: Sean Meehan
Executive Producer: Sam McGarry
Production House: SOMA Films
Post Production: Method Studios
Music: Arrangement & Recording of “My Baby Just Cares For Me” by Smith & Western Sound
Design: Song Zu
Media: MediaCom
Well done yet again, VW. A brilliant piece of advertising that is feel-good yet product focused – and it literally made me laugh out loud when I first saw it. It’s particularly well cast, too.
This is what good advertising is all about.
Gee – I wonder if OtherAndrew works for DDB. It’s an okay ad – but hardly ‘brilliant’! Nothing special about this ad at all.
@Paul,
I commented from my iPhone so my details weren’t prepopulated. See the link to my name of the left here – I wouldn’t say we’re a competitor (yet!) but as an owner of another agency it should now be obvious I don’t have a hook-up with DDB. I can see how it may have appeared that way though.
I am just a VW fan because a) I love their product (gf owns a current Golf GTi and it’s a ball to drive) and b) their ads make me feel good about the world and frequently make me think ‘they understand what drives me so well’ (pun intended). Most ads these days are patronising, unemotive, or just poorly executed, so I like to give kudos where it’s due. To your point, it should actually go to those that do work at DDB as well as VW.
As an aside, I am currently in the market for a BMW but will seriously consider buying an Up! as a runaround (in addition) because I like VW and it’s cheap enough to have as a spare for company use!