Car advertising certainly has its critics – and here at Decision Marketing we despair of most of the activity – but every now and again a marque makes its mark by shunning the generic shots of motors driving through city streets or country lanes to bring us something a little more unique.
And, as if by coincidence, here comes Adam & Eve DDB’s latest work from Volkswagen in the next phase of its YourVolkswagen brand platform, which puts the spotlight on real VW drivers, who tell the true stories of why the marque means so much to them.
The third iteration of the campaign, which launched in May last year, is a social-first initiative. It features the personal stories of a number of drivers who are united by a long-term relationship with the brand, with the aim of showing that love for VW lasts a lifetime.
We meet mechanic Pritpal, who has grown up with a love of VW in a family of enthusiasts (pictured); Rob works in classic car restoration and owns one of the most iconic Polos in the country, and, enthusiast Richard, who has owned more than 50 VW cars.
The short-form films were shot by photographer and director Tom Cockram and produced by Omnicom Production. The new fan stories are optimised for social platforms, each coming in their own 20-second and 10-second versions, alongside a set of carousel images.
Adam & Eve DDB partnered with agency Six Minutes to find drivers who had special long-term relationships with VW; media planning and buying has been handled by PHD.
The campaign will run until December 28 2025 across social platforms including TikTok, Pinterest and Meta and is supported by national digital-out-of-home activity, which will run in cities including Liverpool, Manchester, Birmingham and London.
VW UK head of marketing Sarah Cox-Thornley said: “With YourVolkswagen we continue to involve our customers and fans – our greatest assets – and work with them to create something that we feel is truly unique and collaborative.
“This is something that other brands simply can’t match. The many inspiring stories we have shone a spotlight on so far demonstrate how Volkswagen has always been, and will always be, an inclusive brand, and a love that lasts a lifetime – that’s why it is the people’s car.”
Adam & Eve DDB chief client officer Sam Lecoeur added: “It’s been an absolute pleasure to inject even more life into the brand platform; working with our social platform partners, to tell scroll-stopping stories about real Volkswagen drivers that are full of feeling.”
So, what is the consensus around the Decision Marketing office?
Well, back in the day, we used to pootle around the South Coast in a VW Golf Driver, complete with golf ball-topped gear stick, no less. Sadly, “Snowy” (yes, it was white) eventually ended up on the scrapheap, but our fondness for the brand has not dimmed.
All of which means we are perfectly qualified to say that this YourVolkswagen activity is spot on, and no doubt Adam & Eve DDB and Six Minutes did not have to look too far and wide to find these brand advocates. Turning that into an advertising campaign, however, is a bigger challenge but one that has been met with gusto.
And, even though we now drive a Skoda Octavia, at least it is owned by VW, so we can still bask in the reflective glory of the masterbrand!
Decision Marketing Adometer: A “think small, drive bigger” 10 out of 10
