adam&eveDDB 'Think Blue' for VW

adam&eveDDB is launching a TV and Cinema campaign for Volkswagen UK to communicate its fuel-saving Start/Stop technology - which automatically switches off the car’s engine when stationary.

 

 

The film, written by Nikki Lindman & Toby Brewer, and directed by James Rouse at Outsider is based on a scenario to which every parent can relate: the tried and trusted trick of driving your baby around in order to get them to sleep. 

 

In the ad we see our hero doing just that; it's late at night and he's driving his baby around the empty city in his Tiguan. At first it seems to be working - the baby is happily asleep in the back seat. But there's one thing that our dad hasn't counted on: Volkswagen's Start/Stop Technology. 

 

Every time he stops at a traffic light, the Volkswagen Tiguan's engine automatically cuts out, causing our baby to wake up and start crying. When the lights turn green, the engine hums back into life and the baby drifts happily back to sleep.

 

Eventually, our hero stops at a junction alongside another Volkswagen. We see a baby in the Golf, which also features Start/Stop technology, who is also crying. The fathers empathise and the ad concludes with a reassurance that at least drivers will save money on fuel.

 

National Communications Manager at Volkswagen UK, Kirsten Stagg, said: ““I am delighted that we have been able to find a way to communicate a technical message in such an effortless and engaging way. This reflects our communications strategy to leverage the warm and human side to our brand and builds on the success of our 2012 Polo “Dad” campaign.”  

 

The campaign breaks on TV on 27 April, and is supported by online video and cinema executions. 

Title/Project: Think Blue 
Brief: Think Blue 2013
Agency: Adam&EveDDB
Agency contact: Jaimie Jennings
Agency contact job title: Account Director
Managing Partner: Jonathan Hill
Business Director: Paul Billingsley
Account Manager: Tom Trevelyan
Client name: Natalie Lamont/Kirsten Stagg
Client job title: Communications Manager/National Communications Manager
Client Marketing Director: Rod McLeod
Executive Creative Director: Jeremy Craigen
Creative: Nikki Lindman
Creative: Toby Brewer
Planner: Tom Lloyd
Media agency: Mediacom
Media planner: Chantelle Ratner
Agency TV Producer: Lucy Westmore
Production company: Outsider
Director: James Rouse
Producer: Benji Howell
Audio Post Production: Factory Sound
Post Production: Work Post
Exposure (media channels): TV,Cinema, Online