Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Brilliantly Bold Baby Ram Grabs Life by the Horns in Global VW Campaign

adam&eveDDB teams with DDB Berlin/Hamburg, Somesuch's Nick Gordon and MPC Life to launch the Volkswagen T-Roc

Brilliantly Bold Baby Ram Grabs Life by the Horns in Global VW Campaign

Volkswagen has launched an extensive international campaign for its new T-Roc SUV car.

The campaign, ‘Born Confident’, created by adam&eveDDB in London and DDB Berlin/Hamburg, tells the story of a young ram, who is born with thick black fur and the horns of a fully grown ram. From day one, the ram exudes confidence, leading his herd of sheep, standing up to a sheep dog, the farmer, and an intimidating bull. But when the ram encounters the new Volkswagen T-Roc, he realises that he has finally met his match. The TV advert was masterfully directed by Somesuch’s Nick Gordon.

The TV ad launches the campaign, which will then extend into print and OOH. A microsite will feature all the campaign elements, including four online films, while a social media campaign provides image and video content targeted specifically at the T-Roc’s core audience.

Jürgen Stackmann, member of the Volkswagen Management Board, said: "For Volkswagen, the T-Roc is a self-confident step in a new segment since it stands out from the crowd and leaves a lasting impression. You can see this impressively in our new film."

The T-Roc SUV was unveiled earlier this year, it features optional front-wheel or all-wheel drive and combines the confidence inspired by an SUV with the agility of a sporty compact model.

The self-assured young ram was brought to life by MPC Life. Using innovative in-house software developed for photo-real creature work, MPC's Life team mastered the tricky balance of crafting a charming photo-real character – the brilliantly bold little ram ready to take on the world - without slipping into cartoon-like animation.

Carsten Keller, MPC’s 3D Creative Director said: “We needed to create a baby ram with life-like proportions, staying true to physical anatomy. To make him feel real, subtlety was key. Push the animation and ‘acting’ too hard, and you instantly lose believability.”

The campaign will roll out across Europe by the end of 2017. And while you're here, be sure to check out the epic behind the scenes video from MPC.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

Art Director: Feargal Ballance

Producer: Lucie Georgeson

Executive Creative Director: Rick Brim

Copywriters: Patrick McClelland

Junior Producer: Natasha Alderson

Group Chief Creative Officer: Ben Priest

Head of Planning: Nick Hirst

Chief Strategy Officer: David Golding

Media Agency

Media Agency: PHD

Production Company

Production Company: Somesuch

Executive Producer: Seth Wilson

Director: Nick Gordon

DOP: Alwin Kuchler

Producer: James Waters


Edit Company: Final Cut

Editor: Dan Sherwen

Post Production / VFX

Post Production Company: MPC

Colourist: George K

VFX Supervisor: Fabian Frank

Creative Director: Carsten Keller

Animation Lead: David Bryan

2D Supervisor: Dan Sanders

Executive Producer: Anandi Peiris


Music Supervision: Abi Leland, Toby William, Ed Bailie @ Leland Music

Producer: Mary-Ann D’Cruz

Sound Design: Sam Ashwell @ 750mph

Category: Automotive , Cars

Genre: Comedy , Storytelling , Visual VFX