For the first time in its history, Volkswagen is to launch a
national television campaign through BMP DDB promoting its used
The campaign will aim to highlight the Volkswagen engineering
credentials featured in previous campaigns for new cars. It is also
designed to draw on the heritage of reliability associated with the
brand, while illustrating how the cars play a vital role in their
Each of the four executions presents a scenario involving a used VW that
would more typically be attributed to an old banger.
One spot, "lorry", opens on a VW driving along a carriageway lined with
trees. However, parts of the car then seem to be dropping off as it
drives down the country road. A title appears reading "A typical used
car ...", playing on the stereotype of a second-hand car.
However, a twist in the plot reveals the VW pulling out and overtaking a
scrap metal truck which has pieces dropping from its back. The ad ends
with a title finishing the sentence: "... a typical used car from
The final commercial in the series was written on set, approved and shot
David George, the communications manager on large Volkswagen cars, said:
"Used cars are an important part of our business and this advertising
has a key role to play in maintaining growth."
The campaign was written by James Sinclair and art directed by Ed
Morris. It was directed by Roger Woodburn through Park Village. Media
planning and buying is through MediaCom.