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Buoyed by the 2011 success of its Star Wars-themed ‘The Force’ advert (Adweek’s ‘Commercial of the Year 2011’, 44 million YouTube views, 6.8 billion impressions), Volkswagen is again going intergalactic for its 2012 Super Bowl XLVI TV commercial. Called the ‘Bark Side’, this 64-second teaser previews the full advert which will air on 5 February. Featuring a collective of canines (some ‘dressed’ as notable characters from the series’ titles) barking the ‘Imperial March’ from the film’s soundtrack, it’s looking like it will cause as much of a sensation as last year’s US Darth Vader-themed clip.

We featured the new Polo and Vento Breeze special editions for the Indian market a few weeks ago, and now, the advertising campaign for the extra-value models has been launched. DDB India has created the all-encompassing campaign, with print, radio, TV, outdoor, and digital media all featuring. One of the highlights is this 30-second TV commercial. A bemused customer walks into the VW retailer badly dressed as a woman. He accuses the salesman of ‘pulling his leg’ (relating to the amount of extra kit on the special models), while the salesman reminds him about how he has confirmed it to him, and how the customer does not believe him. The voiceover states that the offer is ‘Unbelievable But True’, also the message of the campaign. Does it work? See for yourself.

Volkswagen Polo ‘Unbelievable But True’ TV campaign credits
Creative agency: DDB India
Client: Volkswagen
Office Head: Rajiv Sabnis
Chief creative officer: Bobby Pawar
Business head: Anurag Tandon
Creative head: Rajeev Raja
Art: Sreejith Kadoth
Copy: Ranjit Sasidharan
Account management: Avik Choudhury, Monish Debnath, Aaron Dsouza
Films department: Michael Remedios
Director: David Popescu
Production house: Fleet

[Source: Campaign India]

In royal circles, 2011 will hold a special place in the hearts of many, due to the English wedding of the Duke and Duchess of Cambridge. Agence .V. Paris seem to have been inspired by the royal euphoria earlier in the year with its new TV commercial for the Polo. Promoting a special offer discount on the Polo TDI model in France, the 30-second spot draws heavily on 2011’s royal wedding. But, we bet that Kate Middleton had a team of ladies in waiting to ensure that a wardrobe malfunction like this would never happen…

Volkswagen Polo ‘Princess’ TV campaign credits
Title: ‘Princess’
Agency: Agence .V. Paris
Country: France

[Source: Great-Ads]

On 5 August, Volkswagen launched the latest take on its ‘Think Blue’ campaign, highlighting the benefits of sustainable mobility. Featuring media for print, online and TV, the latest initiatives follow the company’s ‘Think Blue’ website launch back in May. As well as promoting VW’s latest efficient vehicles and ranges, the site also gives tips on saving fuel, and information on the various global ‘Think Blue’ projects. The Australian 1-litre Challenge for example sets out to see which drivers can extract the most miles from a Polo TDI.

‘We have set ourselves the ambitious target of becoming the greenest automaker. Our products and the “Think Blue” campaign demonstrate we have what it takes to achieve that,’ Luca de Meo, Director of Marketing, Volkswagen Group and the Volkswagen Passenger Cars brand, explained. With ‘Think Blue’, Volkswagen is addressing how individual mobility and sustainable action can be harmonised, including eco-friendly products as well as resource-efficient production methods. The TV commercial (above) creates a symphony on sustainability using the unusual presentation technique of ‘music painting’. The 60-second spot tells the story of fuel efficiency at Volkswagen, from ‘Think Small’ to ‘Think Blue.’

Volkswagen states that the name ‘Think Blue’ picks up the thread of the legendary ‘Think Small’ advertising slogan of the famous 1960s campaign which highlighted the way the Volkswagen Beetle democratised mobility, most notably in the US. Going forward, Volkswagen intends to maintain its pioneering role of making efficient and sustainable mobility accessible to everyone. That includes environmental developments such as the fuel-saving BlueMotion Technologies and electro-mobility as well as new mobility concepts. Above all, though, the German company says that the ‘Think Blue’ campaign is primarily about joining up with customers and everyone else interested in a change of mindset towards sustainable mobility.

[Source: Volkswagen]

The new Polo Sedan seems to be a grown-up car for grown-ups. Or at least that’s the message Volkswagen South Africa seems to be promoting the car with. The latest two 30-second TV spots feature thirty-something males who seem to have left their wild days behind them. Voiceovers list their previous ‘incarnations’, exploits and younger selves, while the car gently comes into focus. The whole Polo Sedan launch campaign has used the ‘Ready When You Are.’ tagline, and these two commercials adhere to that marketing strategy perfectly. The Polo Sedan is the latest in a line of fifth-generation Polo models to be launched in South Africa, and costs from R159,900 for the entry-level 84bhp Trendline. The Polo Sedan is also available in Russia and India, where it is sold as the Vento.