Volkswagen is celebrating its heritage as “the people’s car” with a new brand platform and hero campaign commemorating the emotional connection between drivers and their cars.
The new ‘YourWagen’ platform, created by adam&eveDDB, is inspired by the brand’s name, which means ‘people’s car’.
Set to go live from summer 2024, the platform is kicking off with a global TV campaign which celebrates the emotional bond drivers, families and fans feel with their Volkswagen vehicles.
The film features real-life stories of a diverse range of Volkswagen owners, sharing their personal connections and highlighting the integral role their cars play in their lives – from ‘MumsWagen’ to ‘HolidayWagen’.
The 60-second spot puts Volkswagen vehicles at the centre of people’s lives, using family archive snapshots and footage, set to the tune of Andrew Gold’s 1970s hit ‘Thank you for being a friend’. It closes with the emphasis that “Without the Volks, there is no Wagen”.
Directed by Finn McGough through production company Dark Energy Films, the ad will run across TV, VOD and social until June 30, with further activity planned later in the year.
Media was handled by PHD, with social creative and organic experience managed by Tribal.
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Volkswagen head of marketing Sarah Cox-Thornley said: “This new brand platform is special. We’ve involved our customers and fans from the very start and worked with them to create something that we feel is truly unique and collaborative.”
“It’s something that other brands simply couldn’t do and taps into the breadth and depth of our fanbase. Hearing some of the stories about customers and their cars has been a really wholesome experience and demonstrates how Volkswagen has always been and will always be an inclusive brand – that’s why it’s the people’s car.”
adam&eve chief client officer Sam LeCoeur said: “Volkswagen has been a jewel in the crown of DDB for over 60 years, and we couldn’t be prouder of the work we’ve done together on this campaign to help reignite the love for this brilliant brand.”
The new brand platform and spot come after Volkswagen’s previous CMO departed abruptly in February.
