Nostalgic Campaign from VW Golf GTI Helps You Harness the Feeling of Faster

DDB Aotearoa and Volkswagen have launched an emotive campaign, reminding Kiwis how it feels to drive the original hot hatch-back – Golf GTI

The campaign heroes the nostalgic childhood instinct of the need for speed: from hurtling down a hydroslide, taking the first dip on a skateboard ramp, and spinning on a merry-go round.

Rory McKechnie, creative director at DDB Group Aotearoa says they worked with Volkswagen to share that youthful thrill of going faster.

“When it comes to choosing a car, the defining moment comes from the experience of the drive and how it makes you feel. We wanted this campaign to show parallels to the childlike ambitions that never really leave us, even as an adults.”

The work aims to keep VW front of mind in a saturated market that is full of imitations of the pioneering Golf GTI – further reassuring VW drivers on why they made the discerning choice to buy this car.

“When it comes to choosing a car, the thrilling GTI reminds us of the childlike wonder we felt when we first fell in love with going 0 to 100,” he continues.

Helena Schultz, head of marketing at Volkswagen, says the campaign links freedom-seekers to their perfect model match, through simple, subliminal imagery relevant to Kiwis.

“Volkswagen has a long-standing history, pioneering the iconic hatch-back model in the market. This campaign with DDB Aotearoa allows New Zealanders to feel what it’s like to drive the GTI, immersing themselves into the experience of being behind the wheel.”

The ‘Golf GTI: Go faster’ campaign is in market now, integrated across print and social media with more to come.