DDB takes emotional approach for new VW Polo campaign

DDB UK has created an emotional new campaign for the Volkswagen Polo, focusing on a father's protectiveness towards his daughter, in a departure from its previous racy tango dancing ad.

The spot opens with a couple bringing a newborn baby home and follows the development of the father's relationship with his growing daughter, from putting armbands on her at the swimming pool to meeting her first boyfriend.

It ends with him giving her a Volkswagen Polo when she leaves home for university. It uses the strapline: "Stay in safe hands. Polo. Small but tough."

The TV ad broke during this weekend's airing of Britain’s Got Talent and is supported by digital and cinema activity.

The campaign aims to position the Volkswagen Polo as a small but trustworthy car. DDB's previous work in 2010 featured the world's top two tango dancers performing a routine with a hip hop soundtrack in a disused warehouse, using the strapline "Tough. Beautiful. Polo."

Rod McLeod, head of marketing at Volkswagen, said: "As well as reinforcing all of the 'small but tough' qualities that people love about the Polo, we thought it was important to tell a story which drew people in emotionally and which viewers could connect with."

Executive creative director Jeremy Craigen worked on the ad with copywriter Tom Chancellor and art director Luke Flynn.

The ad was directed by Thirtytwo (Will Lovelace and Dylan Southern) and produced by Pulse, while media planning and buying has been handled by MediaCom.

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