VW Polo ad extends tough theme

Volkswagen Polo's new print campaign from BMP DDB uses a tongue-in-cheek take on Hollywood heist movies to emphasise the tough qualities of the car marque.

The ad, called "cops", shows a squad of US police officers taking cover behind a Volkswagen Polo during a siege on a city street. The endline reads: "Small but tough. Polo."

"We have tried to move the creative style on from the last two ads we did for Polo and we thought it would look good to go for more of a film style," Jeremy Craigen, the joint creative director at BMP, said. "We are trying to evolve the advertising while keeping the theme of simplicity to get across the idea that the Polo is both small and tough."

The press ad was written by Dylan Harrison, Feargal Ballance and Simon Veksner, with art direction by Nick Allsop, Harrison and Ballance.

Media planning and buying is through MediaCom.