Campagna Volkswagen “Let’s go for a drive”

Il new position by Volkswagen Australia tells a simple yet compelling story, focusing on the everyday lives of the lighthouse keeper: a short story shows how the choice to drive a car often does not correspond to a real need, but to the great joy of riding a car. The video, published on March 10 on the YouTube channel of Volkswagen Australia is part of camp”Let’s go for a drive“.

The latter will be shared in Australia and also includes outdoor advertising and content will be distributed on the company’s social channels.

Volkswagen driving pleasure in the “Let’s go driving” commercial.

Starring in Volkswagen Australia’s new film “Let’s go for a drive” is the watchman of the small island’s tower: in the 1-minute video, among the noise of the waves and the wind, we also hear the melody of the song emphasized by the man, in a low voice, while he is doing his thing. daily activities, from the maintenance work of the tower to preparing his meals.

Despite the calm expression, his eyes, continuing towards the sea, show a a sense of anticipationmaybe even of impatience.

At some point, on the horizon, you can see a boat approaching the island andan expression of satisfaction of the protagonist shows, even if only in part, the reason for the wait: the arrival of the boat. The man quickly descends the lighted stairs, gets into his Volkswagen and turns on the stereo, choosing the song heard from the beginning of the film: “Over the Mountain, Across the Sea” by Johnny & Joe.

Excitedly, the man starts to drive off, but after a few seconds he stops in front of a small mailbox, revealing reason About the a very short visit inside the car: collect mail I just arrived, a few meters from the lighthouse.

In the Volkswagen Australia ad the car is not necessary but highly desired

Obviously, the main character of the Volkswagen business “Let’s go for a drive” does not require a car around the small island: as can be seen, however, by watching the film, that short car journey is probably the the most awaited moment of his week.

With this short story Volkswagen wants to communicate with consumers deeper meaning that the car can have for the driver: often not so much about the performance of the product or the need to reach a specific destination, but about the driving experience and the feelings associated with them.

This really is concept commercial that focuses the joy of driving a Volkswagenas he said Michal Szanieckimanaging director of passenger cars of the automakers, in the article of Campaign Overview¹.

“Let’s take the car” is the message conveyed through the title of the ad that invites customers to enjoy the Volkswagen driving experience.

Volkswagen looks more than performance and talks about the thrill of driving

In recent years, more and more car brands are choosing a communication strategy that does not focus so much on the technical advantages of their products, but on the emotions that different types of cars can evoke in drivers (think for example. camp”Experience the art of Audi“created in 2023 using AI to show the emotions felt while driving the Audi Q8 electric car).

To focus on this more interesting trend, Volkswagen has decided to use a story show deeper meaning that the car can have for users, beyond the need to reach the destination, as already mentioned.

Finding a creative concept compared to the campaigns launched so far, the company has relied on the organization DDB Australia: the idea was that “tell a story that showed the joy of taking even the shortest car ride“, he announced Matt Chandlerexecutive creative director of DDB in an article shared with the magazine Dance².

The description of the video shared on Volkswagen Australia’s YouTube channel adds something more to the concept of the video it covers the more emotional side of driving, in particular, Volkswagen. According to the company,

Great cars don’t just get you somewhere, they get you there make you feel something. And some machines do this better than others. There is a transformative power that comes from spending time in a great car, and it’s a power that everyone deserves to experience.