With Father’s Day right around the corner, Volkswagen UK has released a new TV spot for the Polo. There is no dialog used through out the spot, but the story telling and emotional connection is there. More importantly, the actual product is hardly noticeable until the very end of the spot.
The car is featured through out, but done so in a very subtle way, pushing the focus onto the relationship between the father and daughter. The really nice tie in here is how VW manages to make the connection between the father figure, the daughter, the car and the brand with the two lines of copy at the end. “Stay in safe hands”, and “Polo, small but tough”.
“Our new TV ad for the Volkswagen Polo shows the evolving relationship of a protective father and his daughter, from the moment he first brings her home from the hospital to the day she finally leaves home, when he hands her the keys to a shiny new Polo — ensuring she “stays in safe hands”.
If you are an auto enthusiast you probably know the name “Chip Foose”. The guy is a legendary auto designer that specializes in customizing cars. If you have ever seen the TV show “Overhaulin”, then you have probably seen Chip sketch out his designs by hand the old school way. I have to say this is one of the reasons I’m a fan of this guy. He has a great style, and his 25 years behind a pen shows.
The video below was created by Volkswagen to help introduce the 2012 Golf R to America. It is really nice short film featuring Chip doing his thing as he reminisces about his VW Golf. This little film features some really nice camera work and lighting. Even if you aren’t a car nut it’s worth a watch. Great visuals, nice mellow soundtrack, solid editing and color grading. Totally worth 2 minutes of your time.
Demonstrating new technology for the automotive industry without an actual test drive can be challenging. The best advertising in the world can’t give the feeling of a hands on experience, and quite often car/tech advertising fails to translate into people at the dealership.
Almap BBDO from Brazil has managed to possibly bridge this gap with a clever little iPad application for the VW Tiguan. The application or iAd if you prefer was promoted through Auto Esporte magazine, and accurately demonstrates how the parking assist works with the car by allowing you to park the car between your fingers hands free. I have no idea how successful this ad was at converting to actual sales or even test drives, but it is a nice example of how iAds are becoming more ubiquitous and accepted on iDevices.
When advertising something that is fairly abstract like fuel economy, coming up with a memorable concept can be a bit tricky. What I mean by that is, we all know what fuel economy means, but associating it with an actual statistic; and doing it in a way that attracts attention can be a challenge.
To advertise VW’s “BlueMotion” technology a physical and social media campaign for Norway was developed around a BlueMotion automobile. Over the course of a single trip from Oslo, 50,000 online followers tracked the vehicle, and bet on when it would run out of fuel.The person that bet right won the car. The campaign was used one TV commercial to advertise the contest, and the rest spread virally.