Magazine article Marketing

Adwatch: Volkswagen Polo - 'Confidence'

Magazine article Marketing

Adwatch: Volkswagen Polo - 'Confidence'

Article excerpt

You know small cars. They're nippy, flighty, things. Cute, bubbly shapes, get you around town.

At least, that's how the branding business sees them. For some reason, car marketers and their agencies have all landed on the same insight, and put their collective budgets and creativity behind it.

So almost every small car is nippy in spectacular fashion. They play hide and seek; perform dance routines; transport Nicole and Thierry Henry. At the end of this creative arms race they are indistinguishable. Worse, they're insubstantial. Surely some motorists would prefer a small car with a bit more gravitas? Hence Volkswagen's smart decision to position Polo as a small vehicle with substance.

Eleven years ago Volkswagen dazzled viewers with a campaign showing people crouching to shield themselves from danger, wrapped in the music of Faure's Requiem and the stop-in-your-tracks endline 'Have you noticed how protected you feel when you make yourself small?' The insight sustained Polo for a decade. …

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