VW launches commercial vehicles TV campaign

Volkswagen positions itself as the saviour of SMEs in a TV campaign for its commercial vehicles division.

The new spot, which is called "boss" and was created by Adam & Eve/DDB, breaks during 'Broadchurch' this evening.

The ad opens on a middle-aged family man called Bill who runs his small business with care and dedication. When Bill needs help with his small fleet of vehicles, he goes to a Volkswagen Van Centre, where he receives a service that mirrors his own dedication.

The work was created by Graham Cappi and James Gillham, and directed by Pete Riski through Rattling Stick. MediaCom handled the media.

Kirsten Stagg, the head of marketing at Volkswagen Commercial Vehicles, said: "This ad brings to life the thought that drives our business – ‘working with you’. 

"The relationship between our van centres and their customers is at the heart of our business. The story of Bill shows in a warm, human way how we work with our customers."