PoloDriver

Debuting online on Friday evening, the new Volkswagen UK commercial for the Polo revives the familiar ‘Small but tough’ tagline from 2004, and chronicles the early life of a young girl. Volkswagen UK says that the 90-second spot ‘shows the evolving relationship of a protective father and his daughter, from the moment he first brings her home from hospital to the day she finally leaves home, when he hands her the keys to a shiny new Polo – ensuring she “stays in safe hands.”’ Soundtracked by Sniffy Dog’s ‘Whispers and Stories’, the ad seems to have gone down well – we particularly like the Mk 2 Polo coupé which appears at the very beginning of the commercial. Let Volkswagen UK know what you think of the ad on its Facebook page, and visit the company’s website to find out more information on the Polo itself.

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If you’re marketing a car made in Germany, why not shoot the a series of TV commercials for the Indian market in South Africa? That’s precisely what DDB Mudra have done for its new campaign for the Polo in India. Aimed at the local market (the car is made in Volkswagen’s new Pune factory), the message is that the car’s extensively tested efficiency and suitability for Indian roads means that no further testing from owners is necessary. In other words, it’s tailor-made for Indian drivers, but has the might of German engineering behind it.

We’ll be featuring each of the four TV commercials in the series separately, so here’s the first. Focusing on the Polo’s increased ground clearance, the traditional Volkswagen element of subtle humour is clear to see, and being produced for the local market but under the brand umbrella, it fits neatly into VW’s global advertising strategy and feel. The ‘Made in India’ campaign also features a wide range of innovative print, outdoor and digital media. The new Polo costs from RS 4.5 lakh, and will face heated competition from the Maruti Swift, Ford Figo, Honda Jazz, Fiat Punto and Hyundai i20.

Volkswagen Polo ‘Made in India’ TV campaign credits
Creative agency: DDB Mudra
Chief creative officer: Bobby Pawar
National creative director: Rajeev Raja
Copy: Rajeev Raja/Hemant Sharma
Art: Ajmal Mohammad
Planning: Michael Follet
Client servicing: Ashish Marwah, Jay Mehta, Punit Bhatt, Vaibhav Bhargava
Agency film department: Tapan Sharma, Anil Sonawane
Production house: Stink
Director: Christopher Von Reiss
Post-production: Redrum
Media agency: Mediacom

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