BMP DDB is launching a national TV campaign for the Volkswagen Polo
that aims to build on the car's reputation for strength and
The 60-second spot features people from around the world who all have
charms and trinkets hanging in their cars.
The ad implies that the trinkets comfort drivers, who believe they will
be protected by the charms. It draws a parallel between the feeling of
safety derived from a charm and that derived from driving a Polo.
The camera cuts across continents, to the strains of the Chordettes song
Born to be with you, showing St Christopher key-rings, charms and
talismans hanging from parts of cars such as rear-view mirrors, with
horseshoes shown hanging from radiator grilles.
A caption then appears on the screen saying 'We all find strength in
something', followed by a close-up of a Volkswagen key-ring in the
ignition of a Polo.
The camera cuts to the car's driver, who looks relaxed and confident as
he passes a truck on a dual carriageway. He drives off into the distance
as the music concludes and the end frame comes up declaring 'Polo' and
trailing the website address.
Catherine Woolfe, the communications manager of small cars at
Volkswagen, said: 'Although Polo is Volkswagen's second-smallest car,
people still view it as a physical and emotional contender on the road.
The commercial compares the feeling of well-being that people get from
charms and talismans in their cars with the incredible strength and
confidence that a driver gets from their Polo. Although we all get
strength from something, the Volkswagen Polo to its driver is really all
The campaign was written by Tim Charlesworth and art directed by Michael
Kaplan. It was directed by Nick Lewin through Cowboy Films and edited by
Steve Gandalfi at Cut & Run. Media planning and buying is through