Volkswagen invites your inner child to drive in the electric era in new campaign via DDB Sydney
Volkswagen Australia has launched a bold new campaign entitled “Batteries Included”, created in partnership with DDB Group Sydney, that taps into the joy of childhood and the emotional thrill of driving – reimagined for the electric era.
In a market increasingly crowded with new and unfamiliar EV brands, Volkswagen is leaning into its legacy of trust, emotion, and driving pleasure. The campaign introduces three all-new electric vehicles – the ID. 4 Pro, ID. 5 GTX, and the iconic ID. Buzz, with a nostalgic twist that speaks to the heart as much as the road.
“Batteries Included” is more than a nod to childhood memories – it’s a celebration of the inner child in all of us. Through a playful and emotionally resonant lens, the campaign reminds Australians why they fell in love with driving in the first place.
“In a super competitive EV landscape, we knew we had to do something different,” says Jenny Mak, Creative Partner at DDB Group Sydney. “The idea of awakening your inner child cuts through the noise and connects on a deeply human level.”
The film features some nostalgic childhood locations, such as putt putt golf, fireworks, the local pizza joint, pony rides, and a water park, alongside the Volkswagen EV range and features the closing line “When was the last time you let your inner child drive?”, all backed by the song ‘When I grow up’ by iconic Australian artist, Patsy Biscoe.
The campaign officially launches with a hero film debuting this week followed by a broader rollout across digital, social, and out-of-home channels from 6 July.
This marks a significant milestone in Volkswagen’s journey, as it launches its electric platform in Australia with three exciting new models. From the versatile ID. 4 Pro and sporty ID. 5 GTX to the iconic ID. Buzz 7-seater, this is the next chapter in the brand’s evolution under its local brand promise: “Let’s go for a drive.”
“This is Volkswagen brand chapter two,” says Bianca Botma, Head of Marketing & Brand – Volkswagen Passenger Vehicles. “It’s about emotion, innovation, and reigniting the joy of driving – now powered by electricity.”
Says DDB Sydney Creative Director, Tom Lawrence: “It’s all too easy to fall into the trap of advertising a range of cars by showing them conquering dirt roads or weaving through cityscapes. We couldn’t be more thankful to our clients for embracing stillness to let people have the space to connect with the brand.”
Says DDB Sydney Creative Director, Sam Raftl: “It feels unique for an EV story. We hope it’ll stand out amongst the loudness of the ad break by giving audiences the chance to take a breath.”
DDB Sydney
Matt Chandler: Chief Creative Officer
Jenny Mak: Creative Partner
Sam Raftl: Creative Director
Tom Lawrence: Creative Director
Michael Sinclair: Head of Brand Performance
Laura Oleart: Integrated Producer
Nick Russo: Managing Partner
James Llewelyn-Davies: Group Business Director
Jemma Western: Business Director
Britt Wilcock: Senior Business Manager
Production Company – Finch
Director – Christopher Riggert
Managing Director – Corey Esse
Executive Producer – Nick Simkins
Producer – Caroline David
Casting – Felicity Byrne
Post House – The Editors
Executive Producer – Rita Gagliardi
Editor – Jack Hutchings
Colourist – Fergus Rotherham
Music Supervision: Level Two Music
Sound Post Production: Sonar Music
Senior Sound Designer: Andy Stewart
Head of Production: Haylee Poppi
Client:
Volkswagen Australia
Bianca Botma: Head of Marketing & Brand – Volkswagen Passenger Vehicles
Piergiorgio Minto: Director – Volkswagen Passenger Vehicles
Nathan Johnson: Director – Volkswagen Commercial Vehicles (former Passenger)
Want to leave a comment? Share your thoughts in the comments box below, making sure to include your full name and email address.