23 March 2012
The new Passat Alltrack: Volkswagen campaign focuses on individualists
Message: "Pleasure first. The new Passat Alltrack"
Wolfsburg — The new Passat Alltrack is a model for individualists who want to combine sport and work in a flexible way. That is the message of the Volkswagen campaign being launched nationwide in Germany with a TV commercial, five advertisement motifs and a web special on Friday, March 23. Later, the campaign is to be rolled out internationally.
The campaign for the Passat Alltrack takes up a well-known Volkswagen theme. The focus is on the car and people. The humorous TV commercial starts with three different characters. A woman is swimming back and forth in a natural salt water swimming pool. At the same time, you can see a man running in the woods and a surfer waiting for the best wave at dawn. With the new Passat Alltrack, the outdoor sports enthusiasts then head for the city. At the end of their exciting trip, it is clear that the pleasure is over and it is time for work.
The TV commercial was created in South Africa by director Laszlo Kadar. Photos for the campaign were also shot in Norway. The five printed advertisement motifs: ("Casual Monday, Casual Tuesday, Casual Wednesday…", "The perfect morning. Adrenaline instead of caffeine", "7.15. The most exciting meeting of the day", "Sometimes work just pursues you. But not here." and "Broaden your horizons. Every morning if you want to") convey the key message that the Passat Alltrack is a casual companion for active individualists.
The web special of the campaign takes up the same theme. From March 22, those who are interested can immerse themselves in fantastic natural landscapes at www.volkswagen.de. Artist Terje Sorgjerd produced the sequences for the special with his special time-lapse photo technique. The landscape is reminiscent of a 3D view in which you can really become immersed as you look at it. The campaign was designed by DDB Tribal and Argonauten G2 (web special).
TV commercial: "Pleasure first. The new Passat Alltrack."
Length: 30 seconds
Creative agency: DDB Team Blue with DDB Tribal Berlin and DDB Sydney
Director: Laszlo Kadar
Camera: Laszlo Kadar
Music: Richard Blaha "New Alltrack"
Photographer: Erik Chmil
Printed matter production: Capetown Productions (South Africa) & Wagner Productions (Norway)
- "Casual Monday, Casual Tuesday, Casual Wednesday…"
- "The perfect morning. Adrenaline instead of caffeine."
- "7.15. The most exciting meeting of the day."
- "Sometimes work just pursues you. But not here."
- "Broaden your horizons. Every morning if you want to"
Apart from classical sales literature, there is to be a web special by artist Terje Sorgjerd at www.volkswagen.de.
Creative agency (web special): Argonauten G2