DDB Sydneys unveils Volkswagen Jetta through young girl’s eyes
Shot from the perspective of a little girl, DDB Sydney has unveiled a new campaign to introduce the Volkswagen Jetta to Australia’s family car market.
http://youtu.be/GjAIY1l6ncU
The TVC will launch with 60, 45 and 30-second versions. It will be supported by two print executions.
The campaign also includes a dedicated microsite and a series of radio spots on the Southern Cross Austereo network.
Credits:
- Volkswagen
- General Manager, Marketing: Jutta Friese
- Brand Communications Manager: Peter Stewart
- Advertising Specialist: Loren Elsegood
- DDB
- Executive Creative Director: Dylan Harrison
- Creative Directors: Steve Wakelam, Nick Pringle
- Digital Creative Director: Matt Grogan
- Print Creative Team: Daniel Ieraci, Simon Friedlander
- Digital Creative Team: Simon O’Neill, Lazarus Simons
- Managing Partner: Nicole Taylor
- Planning: Rach Kimber, Nick Andrews
- Business Management: Dave Murphy, Josette Addinall, Patrice Bougouin
- TV producer: Brenden Johnson
- Digital Producer: Ellie Campbell
- Digital Production: Tribal DDB
- Project Director: Ben Elvy
- Print Producer: John Wood
- Art buyer: Leesa Murray
- Production/media
- Director: Mark Malloy
- Production House: Exit Films
- Photographer: Chris Sisarich
- Music: ‘Size Matters’ composed by Evelyn Morris and performed by Ben Mason
- Media: MediaCom
nice.
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Another insight-led camapign that delivers in spades.
Nice.
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Wow!
This is beautiful work on so many levels.
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lovely emotive idea and execution which will strike a strong chord in young mothers and fathers like me (and it has). Well done everyone involved!
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I think the print ad is a bit naughty?
2 people exposing themselves illegally?
if a police car drove by they’d be arrested !
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Dull – I was bored by 14 seconds and would have clicked the clicker to change the channel.
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I like the insight that adults remember the cars their parents drove when they were kids. It’s quite emotive territory.
The sell is that your kids will have the same happy memories if you buy a Volkswagen Jetta. Why? What makes the Jetta better at this than any other car?
This is a category insight without a strong link to the Jetta itself. It would probably better utilised by a car model with a strong pedigree in this market e.g. carry on the tradition.
That said, it does position the model as ‘for families’ and it’s very nicely shot.
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Simon
In a world of spec-lists read out over product shots, this (to me) shows VW understand a truth about what a car actually means to people who might consider buying Jettas and their ilk.
It could apply to other models and brand, but VW (rightly I think) have landed this insight on their Jetta model. That they have landed an emotionally engaging execution of that insight, that should drive recall of the brand and model.
It’s all about consideration for auto ATL. A winner from me. And no, I don’t even drive a VW, never mind being a client or agency crony. But I might now consider one.
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I love this! Really refreshing way to approach the stale category of automotive. Usually has me reaching for the remote.
I am very proud of my DDB colleagues.
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What a shame the website is a pile of shite. Clearly NOT made by DDB Australia as the depiction of socks and sandals is, if I’m not mistaken, one of the most appalling sins one can commit. Plus if the esky can be carried by a child it clearly isn’t full.
TV and press – brilliant and bang on. Nice job.
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Great emotional insight and avoids all the usual auto cliches.
Also good to see a local agency doing great work with a global brand
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