BMP DDB has created a pounds 14 million campaign for Volkswagen’s
new Passat, which is launched in the UK this week.
The campaign introduces members of Volkswagen’s design team, who all go
to great lengths to create the perfect car.
’Karl’ focuses on VW’s ’design kapitan’. He is obsessed with the curve
of the Passat’s roof and sees equivalent shapes in the pattern of his
footprints and the dome of a balding man’s head.
’Test track’ stars an over-zealous engineer who sets a series of traps
to test the car’s reactions. VW’s ’detail meister’ has made a video
diary for the third ad, while the fourth spot, ’wind tunnel’, shows a VW
employee testing the car’s aerodynamics.
All four ads were created by Richard Flintham, Andy McLeod and Nick
’Karl’ and ’test track’ were directed by Daniel Kleinman through
Limelight; ’video diaries’ by Dominic Murphy through Produktion and
’wind tunnel’ by Malcolm Venville through Tongue Films. Media is bought
by BBJ Media Services.
The creatives met the car’s designers on a factory visit. Tony Cox,
BMP’s creative director, said: ’This inspired us to present the staff
with dedication and humour.’