DDB London shows 30 years of Golf in TV spot

DDB London has created a national TV campaign that celebrates the 30-year history of the Volkswagen Golf.

The 60-second commercial, called "30 years in the making", shows the history and evolution of the Golf through the eyes of a young German engineer called Wolfgang.

Jorian Murray, the managing director at DDB London, said: "The strategy behind the campaign is to show the evolution of an icon. The Golf has firmly won a place in the hearts of the British public. The job of the ad is to say 'right, this is something you love, it is iconic, it is everything you love about the older ones and more'."

The ad opens with young Wolfgang starting work at Volkswagen at the time of the Golf's inception in 1974. It goes on to chart the development of the various models of the Golf over the next 30 years, while showing Wolfgang ageing and his environment changing.

There is an 80-second version of the ad for cinema use and a 40-second cut-down for television. The ad was written by Patrick McClelland and art directed by Grant Parker. It was directed by Chris Palmer through Gorgeous.

An outdoor campaign will launch two weeks in advance of the commercial, focusing on the specific product features of the new Golf.

Richard Stainer, the account director at DDB London, said: "The outdoor executions work as a teaser. The idea of '30 years in the making' is a unique one for consumers and we wanted to give them time to get used to the concept before the TV ad launches."

A supporting press campaign focuses on the unique technical enhancements and gadgets of the Golf that endear the car to drivers.

The print campaign was created by Nick Allsop and Simon Veksner.

Media planning and buying for the campaign is handled by MediaCom.

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