BMP DDB press and posters support VW Polo television work

Volkswagen attempts to show the toughness of its Polo marque in a new press and poster campaign depicting the car making dents in objects that would normally inflict damage to vehicles.

The campaign, which supports the manufacturer's latest TV ads from BMP DDB, shows the car's strength by using visual imagery to suggest the car's integral strength.

One poster shows a car at the kerbside, with the door open, and a lamppost wrapped around it. The other shows a dented supermarket trolley in a car park. The TV work shows a Polo driver slamming a variety of doors because his tough car is able to take the force.

Media planning and buying, handled by MediaCom, will also see the ads appearing in the ad spaces on 60,000 trolleys nationwide.

The ads are a continuation of the "Tough new Polo. Careful it doesn't go to your head strapline, which BMP created earlier this year for the relaunch of the car.

The ads were written by Dylan Harrison and art directed by Feargal Balance.


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