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