The press campaign, which kicks off next week, was created by BMP DDB and consists of two print creative executions using the strapline: "Not your typical used car."
The aim is to differentiate the approved used-Volkswagen range, which carries a slightly higher price tag than its competitors, by communicating that it is worth the extra cash because of its superior reliability and look.
The ads will run in consumer titles including Esquire and Cosmopolitan, motoring publications such as What Car? and BBC Top Gear and national newspapers including The Times and The Guardian. Media planning and buying was by MediaCom.
"This is the first full brand campaign for Volkswagen's used cars. The strategy is to bolster the price premium to prove that a used Volkswagen is worth that bit more," Fran Page, an account manager at BMP, said.
The first ad shows a Volkswagen Polo driving along a long, winding road across the expanse of Dartmoor. The strapline reads: "You could buy a cheaper used car and spend the money you save on a reliable breakdown and recovery membership."
The second ad shows a VW Beetle driving through a herd of deer in a park, without disturbing the animals. The copy reads: "You can tell a used Volkswagen by the noise its engine doesn't make."
The work was art directed by Louisa Almgren. Copywriting was by Ben Wade.