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VW’s ‘YourWagen’ stars real people and their new and old cars

The brand platform will go global in the summer and shows the power of using genuine customers in adverts

Volkswagen has launched a global brand platform dubbed “YourWagen”, with a TV spot showing what VWs mean to their real-life owners.

Partnering with Adam & Eve/DDB, the main 60-second film opens with the chords of 70s hit Thank You for Being a Friend by Andrew Gold accompanying a garage door being raised, revealing an old and a new VW sitting side by side.

The action is intercut with various genuine archive photos and home movies of people and their cars from across the years, including a Golf with “Just married” lettering on the rear window.

Scenes showcase how VWs mean different things to different people, from “Like, MumsWagen”, “NansWagen” and “SnoozeWagen”, to the “WalkiesWagen”, “StagWagen” and “HolidayWagen”.

The campaign went live this month in the UK and will also be adopted globally later this summer, using the “YourWagen” line.

The work will run across TV, video on-demand, social and owned channels until 30 June.

The TV ad was directed by Finn McGough through Dark Energy Films. Media was by PHD, while digital agency Tribal worked on the social aspects. The real-life VW-owning stars of the ad were recruited by agency Six Minutes.

Sarah Cox-Thornley, Volkswagen UK’s head of marketing, 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 is the people’s car.”

Sam LeCoeur, Adam & Eve/DDB chief client officer, added: “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.”

This story first appeared in Campaign UK.