Volkswagen aims to take over the ad break with the second screen in new Golf campaign

Calum Jaspan

July 19, 2021 9:56

Volkswagen is taking the traditional TV ad break away from the main screen, with a new campaign that pits all viewers against each other with an online race.

The new campaign via DDB Group Sydney asks ‘Why watch ads when you can play them?’. It will launch tonight via a QR code during The Project on Ten, giving competitors the chance to win a Golf GTI by competing in the ‘Golf Ad Break Championship’.

The pair behind the campaign at DDB were creative partner duo Tommy Cehak and Tim Woolford, who spoke to Mumbrella about Volkswagen’s open-mindedness and willingness to embrace creativity with its ad spend, taking more risks in the name of creativity while working with a tighter budget than some competitors.

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Calum Jaspan

Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.