Lead by the tagline 'Pleasure before business', the campaign is designed to showcase the premium nature and versatility of the car to Australian business professionals, a group of consumers with a busy lifestyle forever trying to juggle their work-life balance successfully.
Jutta Friese, general manager of marketing at Volkswagen, explains, “The new Passat sets a new benchmark for this segment in terms of its stylish design, innovative technologies and luxurious features, so our aim with this campaign is to highlight the versatile nature of the car and ultimately increase its awareness in the Australian market in a unique way that would resonate with our target audience.”
The TVC focuses on leisure activities Australians like to do before work, including surfing, swimming and cycling.
“We wanted to tell a story Aussie professionals can easily connect with – the daily struggle of trying to cram in some play before work. The car is the natural place where these two sides of life collide. The TVC is all about this frantic, often awkward, transformation from budgie smugglers to business suit – with the Passat appearing as the subtle hero of this lifestyle,” said Steve Wakelam, creative director at DDB Sydney.
The TVC went live on Sunday with 45- and 30-second cut-downs that will air over the next six weeks, supported by print, online and a microsite.
Credits:
Client Volkswagen Australia
Campaign 'Pleasure before business' for Volkswagen Passat
Executive creative director Dylan Harrison
Creative director Steve Wakelam
Art director Adam Ledbury
Writer Karen Ferry
Planning director Nick Andrews
Managing partner Nicole Taylor
Senior business manager Dave Murphy
Digital producer Ellie Campbell
TV director Steve Ayson
TV producer Claire Seffrin
TV production house The Sweet Shop
Photography Alan McFetridge
Art buyer Bryson Holt
Photography production house The Kitchen
Retouching & photography Matt Bright
Retouching Cream
Media agency Mediacom
