Brief

The SUV segment has been telling the same old, cliché story for years. It’s all about adventures. Power. Masculinity. Superiority. What we haven’t seen are the honest, real-life advantages of SUVs. While status and design are important, our audience primarily needs
a car that gives them real and tangible everyday benefits. We decided position The new Volkswagen Touareg, differently. It’s wide range of innovations, like the remote parking, make your everyday life more effortless.

Idea

Following Volkswagen’s recent effort to reaffirm its positioning as a lovebrand and revive the entertaining and unique storytelling style that the brand has been built upon, the film highlights the well-known struggle of squeezing into tight parking spots. Volkswagen Touareg’s latest film showcases the frustration faced by people attempting to navigate their way into extremely narrow parking spaces, often resulting in dirty clothes and torn outfits.

The film takes place at an iconic dry-cleaning store, where the owners, a charismatic couple, witness the unfolding drama across the street. Through a series of carefully crafted shots, the commercial showcases the relatable struggles faced by various individuals. At the heart of the commercial lies the iconic dry-cleaning store, with the owners observing each incident, hinting at a secret solution that lies within their establishment, leaving no doubt that the dry-cleaning experts have the means to amend these unfortunate outcomes.

However, the new Touareg with Park Assist Pro ends up saving the day. As the owners keenly observe the tight parking spots once more, their anticipation is palpable, and their undivided attention is fixed on the unfolding scene: a man wearing a pristine white outfit and holding a cup of coffee in his hands. However, to the couple’s awe, the Touareg driver effortlessly picks his phone from his pocket, uses the app to navigate the vehicle out of the tight spot, and promptly leaves the baffled couple behind.

Results
The Dry-Cleaning film performed extremely well, becoming Volkswagen’s most watched film across all the brand’s official channels, with more than 4M organic views without any media spent on the first two weeks after launch, reaching more than 2M€ of earned media on the first 4 weeks and +90% positive comments and social media reactions across all platforms.