Volkswagen takes on negative perception of small cars in new campaign

The value proposition for the new model is that it's a compact car that feels nothing like a compact car. Thus the amusing grandfather figure apparently is feels convinced that he's in a much larger, sexier car as he marvels at the quality and engine power of his grandson's new ride.

“Working on the launch of the up! was a huge opportunity but also a challenge, because small cars have such a negative perception in Australia," said Nick Pringle, creative director at DDB Sydney. "The phrase ʻtin can on wheelsʼ springs to mind. Who better to tell our story than a lovable old-timer who believes that heʼs being driven in a big car?"

The new model is the brand's most important launch of the year, according to Jutta Friese, general manager of marketing for Volkswagen Australia, who added that the campaign speaks to the solid, reliable and innovative heritage of the brand while establishing a unique personality for the new car.

A 15-second spot highlights the car's "City Emergency Braking" feature.

The TVC will be supported by street furniture, print executions and web banners which will appear nationally. Additionally a dedicated campaign site has also been launched.

CREDITS
Volkswagen
General Manager, Marketing: Jutta Friese
Brand Communications Manager: Peter Stewart
Advertising Specialist: Loren Elsegood

DDB
Executive Creative Director: Dylan Harrison
Creative Directors: Steve Wakelam, Nick Pringle, Scott Huebscher
Creative Team: Dantie van der Merwe, David Fraser
Digital Creative: Stephen Joss
Managing Partner: Nicole Taylor
Planning Director: Ryan Richards
Business Directors: Josette Addinall, Dave Murphy
Business Management: Kamina Nagel, Kim Friedleander
Head of Onscreen Production: Brenden Johnson
TV Production Assistant: Casey Schweikert
Digital Producers: Jeroen Jedeloo and Rob Pignone
Digital Production: Tribal DDB
Print Producer: John Wood
Finished Artist: Justin Hoyer

Partners
Director: Sean Meehan
Executive Producer: Sam McGarry
Production House: SOMA Films
Post Production: Method Studios
Music: Arrangement & Recording of "My Baby Just Cares For Me" by Smith & Western Sound
Design: Song Zu
Media: MediaCom