Volkswagen harnesses the feeling of faster in new VW Golf GTI campaign via DDB Aotearoa
DDB Aotearoa and Volkswagen have launched an emotive campaign, reminding Kiwis how it feels to drive the original hot hatch-back – Golf GTI.
The campaign heroes the nostalgic childhood instinct of the need for speed: from hurtling down a hydroslide, taking the first dip on a skateboard ramp, and spinning on a merry-go round.
Rory McKechnie, creative director at DDB Group Aotearoa says they worked with Volkswagen to share that youthful thrill of going faster: “When it comes to choosing a car, the defining moment comes from the experience of the drive and how it makes you feel. We wanted this campaign to show parallels to the childlike ambitions that never really leave us, even as an adults.”
The work aims to keep VW front of mind in a saturated market that is full of imitations of the pioneering Golf GTI – further reassuring VW drivers on why they made the discerning choice to buy this car.
Adds McKechnie: “When it comes to choosing a car, the thrilling GTI reminds us of the childlike wonder we felt when we first fell in love with going 0 to 100.”
Helena Schultz, head of marketing at Volkswagen, says the campaign links freedom-seekers to their perfect model match, through simple, subliminal imagery relevant to Kiwis: “Volkswagen has a long-standing history, pioneering the iconic hatch-back model in the market. This campaign with DDB Aotearoa allows New Zealanders to feel what it’s like to drive the GTI, immersing themselves into the experience of being behind the wheel.”
The ‘Golf GTI: Go faster’ campaign is in market now, integrated across print and social media with more to come.
Agency: DDB Aotearoa
Client credits:
Helena Schultz, Head of Marketing
Guica Eroles, Brand Specialist
Production Company: The Collective Force
Agent and Executive Producer: Jason Jones
Photographer: Toaki Okano
Digital Assistant: Jessica Gernat
Production Company: Infinitum Studios
Chief Drone Pilot: Oliver Compton
Aerial Camera Operator: Millie Cossou
Production Company: The Collective Force
Retoucher: Zelda Meerholz
16 Comments
Simple truth executed well.
Well done
The pics feel slow.
Good concept but the execution is boring.
^^ Found the literal person
Who on earth drops in on a ramp like that?
God I love good print. Good outdoor even more. Less TikTokery, more fucking smarts.
please
The difference a great insight can make.
Seriously thought that first pic was a landmine.
Agree with @ I don’t feel the need… nothing about the photography feels fast.
Wish I made this.
There is something special about a brand pulling a memory from way back in your head and making you feel it again.
Not sure the photos should feel fast, is it not about that feeling of whats about to happen, or each are the thing that makes you fast, like the Golf GTi?
‘Your whole life, you’ve wanted to go faster.’
‘Shouldn’t the image feel fast?’
0-100km in about 3.5 seconds.
And Volkswagen obviously doesn’t skate.
Can we please have our concepts back.
I’m not saying a thing.
I was on an Australia Post shoot years ago talking to a retired ECD about how car advertising never seemed to have an idea in it and was mainly just vehicles driving around on coastal highways, salt flats etc. His response was simply ‘show me the sheet metal’.
I feel like now I finally know what he meant.
No one is looking at nothing but an obscure photo of childrens play equipment and going ‘Wowee, I better buy a Golf GTI! They be quick!’
Honestly if you didn’t have the name and model of the vehicle in 12 point VW Sans Light I wouldn’t have even known what the heck this is an advertisement for.
I believe that skateboard shot is the moment you slide your board forward, just before the wheels drop over the coping. Love that moment.