BMP DDB Needham takes Volkswagen’s advertising to a new dimension this
week with the launch of a pounds 4.5 million campaign for the Golf TDi.
The ad takes the form of a spoof sci-fi documentary, based around a
bleak and desolate Texan gas station, which receives an unexplained
visit from a Golf TDi.
The commercial promotes Volkswagen’s turbo diesel injection engine,
which, it is claimed, goes further between refills than any other
comparable car. Because of this, the Golf TDi is rarely seen in petrol
The stars of the commercial are a redneck husband and wife team, the
owners of the gas station. The husband recounts his brush with the
paranormal, while his wife looks on, nodding in bemused agreement.
He describes the event in a heavy drawl, saying: ‘All of a sudden these
real bright lights seemed to come out of nowhere. It came on in there,
as close to me as you are now.’
A blinding light sends the couple running for cover, and frightens a dog
and chickens into a frenzy.
The interviewer asks: ‘Did it have any markings?’ The couple reply: ‘It
had a symbol, like a V and a W.’
The footage of the incident, we are told in the ad, has been shot by the
couple’s son, but the commercial was filmed in Texas by Frank Budgen,
through Paul Weiland Films, in the style of a home movie. The ad was art
directed by Jeremy Carr and written by Jeremy Craigen at BMP.
Commenting on the style of the ad, Jorian Murray, a board account
director at BMP, said: ‘We have taken a cue mentally from the dealer
work we did last year when a -series of ads were made for nothing. We
wanted to add a dose of adrenaline to car advertising, but without
looking too slick.’
BMP has devised the new commercial as part of an overall Volkswagen
branding campaign. New Polo work is expected later in the spring, and
more Golf ads are planned for the summer, continuing with the overall
theme of product excellence.