Magazine article Marketing

Adwatch: VW Plays on Golf's Heritage with Evolutionary Approach

Magazine article Marketing

Adwatch: VW Plays on Golf's Heritage with Evolutionary Approach

Article excerpt

As the Golf hits 30, an ad for the fifth generation of the model traces its story so far, says Samuel Solley

Volkswagen is focusing on the 30-year evolution of its Golf model to differentiate it from rivals including the heavily advertised Ford Focus and Renault Megane, and the BMW 1 Series due to launch later this year.

VW's latest ad, part of a pounds 15m campaign by DDB London, celebrates the introduction of the fifth generation of the model, and appears in this week's Adwatch table at number eight with a recall of 59%.

The ad charts the lineage of the Golf, which was the hippest model on the road when it launched in 1974, most notably in its GTI form.

The execution, called '30 years in the making', portrays the brand's development alongside the life story of a VW engineer called Wolfgang.

The ad begins in 1974 with a young Wolfgang at the start of his Volkswagen career, working on the first Golf. It goes on to chart the development of the model over the next 30 years, as Wolfgang and his colleagues age and their environment changes. …

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