VW / Volkswagen - Market "Anything else?" - (2012) :30 (UK)
This "new" direction doesn't seem so "new" really, it seems like another twist on the "surprisingly ordinary prices" campaign, which is fine too. Reminds me of my favorite line in an ad of that genre, image: guy walking past his Citroen RV with wheel clamp on it. Headline: "Sod it, I'll buy another one".
The 30 second TV spots break on Saturday 21st July and close with the strapline ‘Unbelievable value’. The 3 executions are supported by a print and digital campaign which will run until 10th September.
The campaign targets new car buyers, but aims to make the general public rethink the price of Volkswagen cars. The adverts are supported by strong tactical offers from the brand.
Jeremy Craigen, Executive Creative Director at adam&eveDDB, said: “This campaign marks a new direction for Volkswagen Value ads, but still executed in a way only Volkswagen can with wit, humanity and honesty.”
Kirsten Stagg, Volkswagen’s National Communications Manager, added: “They are eye-catching and eye-opening adverts that will challenges people’s concept of value and help them recognise the affordability of our range.”
The media spend across all channels for the campaign is £2.8million.
Title/Project : Volkswagen Value
Brief : A Volkswagen please…
Agency : Adam&EveDDB
Agency contact : Jaimie Jennings
Agency contact job title : Account Director
Managing Partner : Jonathan Hill
Business Director : Paul Billingsley
Account Manager : Naphtali Torrance
Client name : Kate Jenkins/Kirsten Stagg
Client job title : Communications Manager/National Communications Manager
Client Marketing Director : Rod McLeod
Executive Creative Director : Jeremy Craigen
Copywriter : Mike Crowe
Art director : Rob Messeter
Planner : Elaine Miller
Designer : Alek Sonman/Pete Mould/Nick Clements
Project Management : Craig Neilson/Diya Babel/Hege Ulbrich
Art Buyer : Daniel Moorey
Photographer : Jason Hindley
CGI/Retouching : Recom Farmhouse
Media agency : Mediacom
Media planner : Emma Franklin
Agency TV Producer : Lucinda Ker
Production company : Rattling Stick
Director : Andy McLeod
Producer : Kirsty Dye
Audio Post Production : Wave Studios – Joe Mount
Post Production : Big Buoy
Exposure (media channels) : TV, Print, Online
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