Volkswagen introduces the new Tiguan SUV in latest integrated campaign via DDB, Sydney
CB Exclusive – Volkswagen has built upon its history of insightful and amusing advertising to announce its new Tiguan SUV, via an integrated campaign. The campaign will run in Australia and South Africa, with both executions developed by DDB Sydney.
The campaign challenges one of the most common stereotypes associated with SUVs, highlighting that the Tiguan’s stylish design, spacious interior and class leading technology make it easy to forget you’re behind the wheel of a “family car”.
Says Ben Welsh, chief creative officer, DDB Group Sydney: “We’ve all been there. So caught in a moment that you forget everything else around you. That’s the insight that’s at the heart of this campaign. A couple enjoying all the best that the new Tiguan has to offer that they let their guard down reverting to life without responsibilities, even if just for a fleeting moment.”
Says Ben Wilks, general manager marketing, Volkswagen Group Australia: “The Tiguan is a brilliant and practical family car, and with premium design characteristics, it also has a wide ranging appeal. We really wanted to highlight that and we are thrilled with the fully integrated campaign we’ve developed.
“We are glad to be working with partners in DDB that have a great understanding of our brand and our desire to bring fun into life – whether through our products or our communications.”
The campaign runs nationally and includes TV, cinema, digital, print, OOH and social.
Volkswagen Group Australia
Ben Wilks, General Manager, Marketing
Rowena Kanna, Marketing Communications Manager
Julia Reimnitz, Brand Communications Manager
Agency: DDB Sydney
Ben Welsh, Chief Creative Officer
Jade Manning, Creative Lead
Vince Osmond, Creative Lead
Craig Bailey, Creative Partner
Chris Ott, Copywriter
Mandy Whatson, Managing Partner
Carla Hizon, Business Director
Lindsay Wight, Senior Business Manager
Catherine Cumming, Business Executive
Graham Sweet, Planning Director
Sam Payne, Planning Director
Sevda Cemo, Head of Integrated Content
Martin Aspinall, Senior Producer
Jules Batstone, Senior Producer
Dan Mulligan, Senior Producer
Will Kerr, Producer
Ivan Yip, Senior Digital Designer
John Wood, Production Manager
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Executive Producer: Edward Pontifex
Managing Partner: Wilf Sweetland
27 Comments
This is great. Very good ad. Congrats to everybody involved.
I tried to like it. I just couldn’t
Well I liked it.
I don’t understand, the parents are talking about family stuff but then the line says that it’s easy to forget that it’s a family car.
I’ve been there.
Love the insight.
This is nice.
Flat.
Great writing OTT.
A good thought executed poorly.
Stellar script! Good quality work.
Well that’s just awful. The interns with rolled up pants and patterned socks hosting a hack-a-thon on a boat at Cannes would get more likes.
In a way there were some positives, but on the flip side everything was not quite right. Complicated and missed the mark.
It feels like imitation VW advertising. Like someone saw a classic VW ad from a while back and then tried to recreate one 10-15 years later. Or they outsourced it to China with a quarter of the budget.
There’s no schadenfreude. No irony. No self deprecation.
The direction / edit doesn’t help it much either, but the reality is the script is VW Lite.
It’s not your classic VW. Not that this country has been any good at producing that stuff, especially the last few years.
VW should make you laugh or make you cry, but this one will be ignored.
Sorry for the follow-up comment, but there’s no winner in this spot either.
Every classic VW spot has a winner. Even if he is the ‘loser’.
Rather than blindly slagging this, I tried to figure out why it doesn’t work that well.
I think it’s because the girl never protests. I mean, why doesn’t she say something when all these things are happening to her? Obviously she can’t as this would give the gag away.
And I think this is the problem with the script.
I get it, but I’m a professional ad person. Nice idea but very subtle in this execution. So subtle I reckon it will sail right over many people’s heads.
Nice one!
Remember this?
https://www.youtube.com/watch?v=U-aViRejYF0
In an bloody huge ocean of shocking car ideas, this actually has a pretty good one. It’s campaignable too. It gets my vote. Just one thing, it would be a lot better if we’d have done it.
https://www.youtube.com/watch?v=U-aViRejYF0
Woops. Yeah that Honda idea is like … exactly the same.
So much better 12 years ago…
https://www.youtube.com/watch?v=U-aViRejYF0&feature=youtu.be
Ha!
I’m embarrassed for anyone claiming that as their own
If you remember the below, you don’t feel that great watching the ad.
http://www.theaustralian.com.au/news/nation/boy-dies-inside-car-after-dads-memory-lapse/story-e6frg6nf-1226732566622
Even though I knew the gag, I chuckled to myself when I saw the girl. On the Odessy ad.
That little girl is my sister