Magazine article Marketing

The Thinkboxes Awards for TV Ad Creativity: Pure TV Brilliance from Volkswagen

Magazine article Marketing

The Thinkboxes Awards for TV Ad Creativity: Pure TV Brilliance from Volkswagen

Article excerpt

Winner for May/June 2012.

Car manufacturer Volkswagen wanted to take all the positive perceptions people have about its Polo brand, such as its build quality, well-engineered design and high levels of safety and reliability, and make them relevant to its audience. It aimed to do this through a campaign that would cut through, with the intention of getting people talking about Volkswagen and Polo.

The resulting 90-second spot tracks the evolving relationship between a father and daughter, from the moment he brings her home from the hospital, sheltering her under his coat from the rain, to the day she leaves home, when he hands her the keys to a Polo - ensuring she 'stays in safe hands'.

'We told our story in a genuine and human way that has really touched all kinds of people, be they teenage girls, parents or grandparents,' says Kirsten Stagg, national communications manager at Volkswagen. 'This makes me proud and is down to a touching script, written by DDB, that was beautifully executed by our directors. If you want to emotionally connect with people, you need time to tell a story well. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.