New Volkswagen Campaign Embraces Personality of Key Models

Volkswagen has launched a charming campaign via DDB Sydney, that taps into the quirky persona of each of its key models, including the Golf, Tiguan, Amarok and Polo.

The four films focus on each model’s personality with each coming to life by telling a real human story, such as confidence to get out of the mud for the powerful Amarok V6.

Says Ben Welsh, chief creative officer, DDB Sydney: “We are proud of the work because it is inherently human. The best Volkswagen ads always are. We’ve married human insights with Volkswagen models to create some charming stories.”

Says Nick Reid, marketing manager, Volkswagen Commercial Vehicles: “When you’re off-roading and something goes wrong, you feel like a right idiot – especially when your mates find out. The Amarok spot demonstrates that whatever you get into, the Amarok V6 Canyon gives you the power to get out of.”

The integrated campaign is running on TV, digital, social, out of home and through a partnership with The Block.