Voltage Brussels Turns Volkswagen into the Car of Your Life
What makes a Volkswagen a Volkswagen? The answer is found in the latest brand campaign of TBWA Belgium by Voltage Brussels and Voltage Brussels. It’s not a launch campaign for a specific model, it’s a campaign about the DNA of a unique car brand, made for living.
Volkswagen Belgium and TBWA Belgium by Voltage Brussels launch a local brand campaign that puts Volkswagen in the spotlight as the car of your life. Because one thing is certain: a Volkswagen is not made to be parked on your drive, it’s a car made for living. A Volkswagen only truly becomes a Volkswagen when there are crumbs on the seats and sand on the floor mats.
Bart Nyns, marketing manager of TBWA Belgium by Voltage Brussels, “Since the introduction of our electric range we have almost exclusively communicated about our electric ID cars. That’s why we thought it was time to give our brand image a boost again. Because whether vintage, gasoline or electric, every Volkswagen shares the same DNA.”
The starting point of the campaign is a one-minute video which is very unlike your regular car commercial. No slick driving shots, no eternally post-produced perfect angles. No, TBWA Belgium by Voltage Brussels worked together with director Joe Vanhoutteghem (Czar Brussels) to pay tribute to every Volkswagen, old ones and new ones, electric and petrol Volkswagens. Strangely enough, they do not do this by showing the action itself, but by showing the moment right after the fun, the aftermath, the traces… The result? A mesmerizing series of Volkswagen portraits without people, but nonetheless bursting with life. From the iconic Beetle to the latest ID.5.
'What a difference a day makes', the classic Dinah Washington song from 1959, turns the TVC into a poetic representation of contemplating about the fun times you’ve had with your Volkswagen. Frank Marinus, creative director at TBWA Belgium by Voltage Brussels: “In a commercial break packed with high-energy, up-tempo ads, a moment of calm will always stand out, and allow you to feel something: a commercial in which the cars speak for themselves and there are no - or almost no - people involved, which invites the viewer to complete each scene in his or her own head.”
The ‘Car of your Life’ campaign also runs on all digital channels with additional native content on social media. Here, Volkswagen is even looking for the real, memorable Volkswagen moments from their fan base. The most fun stories have a chance to be filmed, to appear on social.
