Magazine article Marketing

VW Sells the Polo as a Little Piece of Heaven on the M25

Magazine article Marketing

VW Sells the Polo as a Little Piece of Heaven on the M25

Article excerpt

The joy of gridlocked traffic is the unlikely premise behind the Polo's latest ad push.

Far from being just another forget-table car ad, the new commercial for the VW Polo, created by BMP DDB, has entered Adwatch at number 13, with 60% recall. A variation on the theme of people's obsession with their cars, the ad aims to persuade viewers that being inside the car is like being in a little piece of heaven.

The ad opens with a view of a traffic jam, and the male driver's voiceover asking, surprisingly: "Could this be paradise?" He cites the virtues of other incidents that would ordinarily irritate' drivers -- a traffic jam, a "sparkling and cascading" burst water main, a "majestic" spilled load, and a "snowbound tailback that stirs my soul". The driver sits back with the voiceover saying: "I pray -- let this moment last forever." The strapline is: 'The new, more comfortable Polo'.

BMP DDB account planner Matt Willifer says: "Previous advertising has concentrated on the Polo's solidity and sturdiness, but the improvements were actually on the interior, so we've focused on that. …

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