Volkswagen asks ‘Isn’t it time you SUVW?’ in newly launched campaign via DDB Sydney
Volkswagen is spotlighting that its SUVs are better experienced than explained in a new campaign via DDB Sydney that asks, “Isn’t it time you SUVW?”
The campaign depicts owners’ reactions to experiencing the range of features of a Volkswagen SUV such as the T-Roc, T-Cross, and Tiguan Allspace.
The hero spots, including a 60”, two 30”, and two 15” versions, show a man faced with the pressure of a reverse parallel park in front of his date, a pair dressed as an NFL player and astronaut for a party, a family stuck in traffic, and a man driving his partner who is in labour to the hospital.
Each has a moment of realisation – they shouldn’t have waited so long to experience a Volkswagen SUV.
“Don’t kick yourself for not owning a Volkswagen SUV sooner,” the spots reassures.
The campaign is running across TV, outdoor, digital, social, and owned channels.
Client: Volkswagen Australia – Passenger Vehicles
Creative agency: DDB Group Sydney
Media agency: PHD
Production: Good Oil
Post Production: The Editors
Sound: Electric Sheep Music
Music: Beatworm
34 Comments
Feels like old veedub
Gets a pass mark
Or is this ad compiled entirely from old insights from VW’s best print work?
No Director credited says it all.
I have honestly no idea what that means. How do I SUVW? Is it an acronym? It’s up there with the totally illiterate “CAN lives here” or “Value the Australian way” or my personal favourite “Get your Woolies worth”. Honestly are clients writing lines now? We are in the business of communication and none of these communicate a clear thought or idea, they are nonsensical. Also execution is bland, let’s show all the proof points in a film bland. Such a shame.
Sorry..
Nice simple idea done well. Congrats Guys.
library music, library idea, library direction. as generic as it gets.
You cast your net wide. While I agree with your thoughts, there’s only one exception IMO: I’d say, Get your Woolies worth is a value promise embedded in the brand. Otherwise, happy spearing!
And the idea was?
So is the idea just we saw people disappointed then explained at the end why? Or did I miss something? I had no idea as I watched what they were all worried about…. and it was kind of annoying.
I don’t get this..
Why is the dude wearing NFL gear? Thought this was a lazy localisation job when I first saw it on TV.
There’s a clue to a much better, more entertaining, more memorable commercial in the voice-over.
I’d like to see people literally kicking themselves.
No seriously….
VW were making great ads with DDB not too long ago. What happened?
Can someone explain what’s going on
for its own good
Nup.
Don’t care whatever as long as they can guarantee lifetime warrantee. Also bathroom kitchen will be great.
Why are they pissed off with their SUV? Sorry I only half watch ads. Sometimes one-third.
VW is famous for making insightful, creative, category leading work.
I think this is the first time i’ve been not only confused but creatively disappointed.
Our industry needs brands like VW and Aldi to stay on course – they’re the ones we aspire to work on.
Please don’t be responsible for going backwards
are way better than the ad that was made. Welcome to Australian advertising.
Want the self park thing big 3 years ago?
Sound mix. Takes away from the great visuals.
please explain?
Why do they hate being in their VW so much? Why are the kicking themselves? I’m so confused…
The people who made this should go outside and give themselves a quick uppercut
Simplify this line: Don’t kick yourself for not owning a Volkswagen SUV sooner.
Do not experience the unfortunate but understandable sense of regret for not purchasing this product sooner. We do not offer a way to not feel this, in fact we’d like to imagine you do feel it. Also, buy this vehicle.
Did I misunderstand the brief?
They could have made this clearer.
You’d think at some point during the post production process an adult in the room would call out this convoluted mess for what it is.
i would . plus the under the pedal shot ( or is it her phone on the floor ) wins the award for most obscure …
I came here after the ad popped up on my Youtube specifically to see if anyone else found this ad as confusing and annoying as I did… thank goodness it’s not just me… why are they all so disappointed.. the ad is so unclear, the camera angles and narratives are so odd and disjointed, is it meant to be… serious?? Or funny?? All in all a very disorientating and off-putting experience.