Volkswagen launches the family car that makes you forget you have kids

Volkswagen has launched a new campaign for its Tiguan SUV with the notion that it makes parents forget they have a family.

tiguan-ad-vwThe ad, which was created by DDB in Sydney and will also be rolled out in South Africa, shows a couple driving while discussing how they will dupe their daughter with a new goldfish after her old one dies, oblivious to the fact that she is sitting in the back seat.

Throughout the ad the little girl looks on incredulously as her parents appear to have forgotten that she exists, criticising her art project, forgetting that she is in the back as the father drives to the office with the parents even treating themselves to ice cream before the daughter at last expresses her indignation.

The ad ends with the line ‘Easy to forget it’s a family car’.

DDB chief creative officer at DDB, said the campaign was designed to play on people who get lost in the moment.

“We’ve all been there,” Welsh said.

“So caught up in a moment that you forget everything else around you. That’s the insight that’s at the heart of this campaign. A couple enjoying all the best that the new Tiguan has to offer that they let their guard down, reverting to life without responsibilities, even if just for a fleeting moment.”

DDB has created executions for digital, print and out-of-home to support the campaign.


  • Volkswagen Group Australia
  • Ben Wilks, General Manager, Marketing
  • Rowena Kanna, Marketing Communications Manager
  • Julia Reimnitz, Brand Communications Manager
  • DDB Sydney:
  • Ben Welsh, Chief Creative Officer
  • Jade Manning, Creative Lead
  • Vince Osmond, Creative Lead
  • Craig Bailey, Creative Partner
  • Chris Ott, Copywriter
  • Mandy Whatson, Managing Partner
  • Carla Hizon, Business Director
  • Lindsay Wight, Senior Business Manager
  • Catherine Cumming, Business Executive
  • Graham Sweet, Planning Director
  • Sam Payne, Planning Director
  • Sevda Cemo, Head of Integrated Content
  • Martin Aspinall, Senior Producer
  • John Wood, Production Manager
  • The Sweet Shop, Production House
  • Noah Marshall, Director
  • Tony Whyman, Producer
  • Edward Pontifex, Executive Producer
  • Wilf Sweetland, Managing Partner
  • Jules Batstone, Senior Producer
  • Dan Mulligan, Senior Producer
  • Will Kerr, Producer
  • Ivan Yip, Senior Digital Designer

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