News

VW unveils ad for ‘most important launch of the year’

Volkswagen has unveiled its most important product launch of the year with a campaign for the small car, Volkswagen Up!.

Created by DDB Sydney, a TV campaign will be supported by street furniture, print executions, a microsite and web banners which will run nationally.

Nick Pringle, creative director at DDB Sydney commented: “Working on the launch of the up! was a huge opportunity but also a challenge, because small cars have such a negative perception in Australia. The phrase ʻtin can on wheelsʼ springs to mind. Who better to tell our story than a lovable old-timer who believes that heʼs being driven in a big car, such is the quality of the new up!.”

Jutta Friese, GM Marketing of Volkswagen, said: “The launch of the Volkswagen up! is our most important product launch for the year as it marks our entry into the sub-light category. The up! sets a new benchmark for this segment in terms of quality, engineering and safety.”

“The campaign leverages the solid, reliable and innovative heritage of the Volkswagen brand while establishing a unique personality for the up!. We believe this will help to distinguish the 2012 World Car of the Year from the rest of the sub-light category competitors,” added Friese.

Credits:

Volkswagen
General Manager, Marketing: Jutta Friese
Brand Communications Manager: Peter Stewart
Advertising Specialist: Loren Elsegood
Executive Creative Director: Dylan Harrison
Creative Directors: Steve Wakelam, Nick Pringle, Scott Huebscher
Creative Team: Dantie van der Merwe, David Fraser
Digital Creative: Stephen Joss
Managing Partner: Nicole Taylor
Planning Director: Ryan Richards
Business Directors: Josette Addinall, Dave Murphy
Business Management: Kamina Nagel, Kim Friedleander
Head of Onscreen Production: Brenden Johnson
TV Production Assistant: Casey Schweikert
Digital Producers: Jeroen Jedeloo and Rob Pignone
Digital Production: Tribal DDB
Print Producer: John Wood
Finished Artist: Justin Hoyer
Partners
Director: Sean Meehan
Executive Producer: Sam McGarry
Production House: SOMA Films
Post Production: Method Studios
Music: Arrangement & Recording of “My Baby Just Cares For Me” by Smith & Western Sound
Design: Song Zu
Media: MediaCom

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