GLOBAL – AUGUST, 2011 – After nine years away from market, the Volkswagen Golf Cabriolet returns to bring back memories. Volkswagen UK and DDB UK have teamed up to drive awareness of the new Golf Cabriolet, add some fun to the Volkswagen brand and ultimately drive conversion to sales of the Golf Cabriolet.
There was never a ceiling on fun. From dodgems and pedal cars to go-karts, there’s something special about driving an open-top car. The TV execution taps into the childhood nostalgia around having fun in cars without a roof, relating this to the fun that can be had driving with the roof down in the new Golf Cabriolet. Using filmic techniques and shooting on a variety of formats, DDB UK have created a montage of scenes, representing children of all ages, from a variety of eras, set to the music track, The Kinks’ “Days". Print and Digital adverts for the Golf Cabriolet will also be running in support of the TVC.
As Paul Billingsley, Business Director, DDB UK comments: “Why do we love Golf Cabriolets? Because they remind us of the roofless go-karts dodgems and pedal cars of our happier yesteryears. Simple.”
Josie Taylor, Communications Manager, Volkswagen UK “What we love about the advert is that it should invoke emotions in our core target audience; those who longed for the iconic car in the 80’s and who may now be in a position to make that dream a reality.“
Watch the spot here
CREDITS
DDB UK "Roof" VW Golf Cabriolet
Clients @ Volkswagen UK: Rod McLeod – Marketing Director, Nigel Brotherton –National Communications Manager, Josie Taylor – Communications Manager
Executive Creative Director: Jeremy Craigen
Copywriter: Mike Crowe
Art Director: Rob Messeter
Director: Benito Montorio
Production Company: Blink Productions
Agency TV Producer: Maggie Blundell, Rachel Amess
Producer: Josh Barwick
Media Agency: Mediacom
Media Planner: Adrian Brook
Business Director: Jonathan Hill, Paul Billingsley
Account Manager: Jon Barnes, Harriet Bates
Account Planner: Tom Lloyd
