VW Polo’s ‘It’s a confidence thing’ ad campaign continues with latest execution via DDB Sydney

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VW-CONFIDENCE-2.jpgCB Exclusive: Volkswagen Group Australia and DDB Sydney have just launched a new campaign in celebration of the new look Polo.

Officially launching last night with a 60sec TVC, the Polo Mojo campaign positioned the new Polo as the confident choice, with its sophisticated design, impressive fuel saving performance and above class safety; it clearly punches above its weight in the small car category. This commercial brings this notion to life to tell the story of everyday Australians being inspired by the confidence their Polo gives them.

The TVC takes a whimsical look at one of the leading scenarios in which confidence is key – approaching potential partners – and provides characters with the confidence that can only come from the most confident of drives, the Volkswagen Polo.

Says Toby Talbot, chief creative officer, DDB Sydney: “The Polo has long stood for confidence through its advertising. Because the Polo is aimed at younger drivers, we thought we’d take the whole confidence thing to a more irreverent place. Punching above your weight is a hallowed Australian tradition, and with the aid of Tim Bullock’s adept direction (no stranger to punching above his weight himself), this feels like a platform we can really build on.

Adds Ben Wilks, general manager, Marketing, Volkswagen Group Australia: “The Polo really is the complete package. It’s well-built and tough but also offers excellent performance, advanced safety and driver assistance systems. It’s a product truth that  drivers feel confident in a Polo, and that’s the truth we have brought to life, in a way that we’re sure will resonate with everyday Australians.”

Additional channels include cinema, online pre-rolls, and digital display, plus sponsorships with Pandora and Ben & Jerry’s Open Air Cinema and will be rolling out in the coming weeks.

Agency: DDB Sydney

Chief Creative Officer: Toby Talbot

Creative Partner/Copywriter: Simon Veksner

Creative Partner/Art Director: Noah Regan

Head of Broadcast: Brenden Johnson

Agency Producer: Claire Seffrin

Managing Director: Nicole Taylor

Group Account Director: Duncan Stevens

Account Managers: Kim Friedlaender & Harry Mountier

Planner: Sam Payne

Production Company: Bullock

Director: Tim Bullock

Executive Producer: Adrian Shapiro

Line Producer: Julianne Shelton

Digital agency – Tribal DDB

Media agency – Mediacom

Volkswagen Group Australia:

General Manager, Marketing: Ben Wilks

Brand Communications Manager: Peter Stewart

Advertising Manager: Loren Elsegood

Retail and Merchandising Specialist: Julie Scarff