Beyond the Drive: Exploring the Sentimental Value of VW in Our Lives
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I’ve never realised this before.
But VW’s are present in some pretty special memories in my life.
France 1992 - An epic trip in my cousins’ orange VW camper. It broke down on the way there and we ended up with boiled Coke ( 可口可乐公司 ) because it was so hot inside the cupboards.
Run to the Sun 1998 - where we were meant to travel down to Newquay in a lush VW beetle but after an epic driver fail (not me may I add) we ended up going in my VW Golf, spending the weekend dancing and chilling in epic split-screen campers with Porsche engines.
Beach trips in the Scirroco - my friend had this beautiful bottle-green VW Scirroco, it was retro and AMAZING. We would drive to the beach just to be in the car on beautiful sunny evenings.
The list goes on.
In these moments I always remember the car or van. Reflecting, the VW was usually the reason we were there, or at least it was part of the enjoyment.
This is why this week’s #FridayAd is Volkswagen 's - ‘YourWagen’ ad.
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Literally translating into the ‘people’s car’ VW show how it has embedded itself into key moments in our lives, so many people have VW beetles or campers for their weddings, we holiday in them, and we bring our babies home in them. We do this in other cars too but I think most of us could admit there is something about the VW brand that evokes something special.
I am sitting here smiling at this ad, a car ad that doesn’t focus on speed or performance, there are no shots of cars driving away in hilly long winding road locations. It’s a film about people experiencing life with their trusty VW next to them whoever they are, with some fantastically natural feeling range of characters, bringing joy to people who recognise themselves.
It's a yes from me…as I casually eye up a VW ID Buzz…..but I do wonder - if you aren’t steeped in VW history…how does it make you feel?
Founder and CEO @Brand Champions | SOS Emergency Marketing Resource | Obsessed with insights to drive strategy | Specialists in Healthcare, Travel and Hospitality
6 个月I always love these vignette type ads - and have personally always been a fan of VW ads over the years. Will it be memorable not sure, but in the moment it certainly has the feel good factor. Seriously still want the holiday wagon …..
Very clever. As a German speaker I clearly get the end message but I would love to know if it’s one that plays out in all languages for those who don’t speak the language. My Dad had a VW Beetle which as a learner I crashed into a telegraph pole, thereby ensuring he never let me drive it again. Undeterred I have had 2 Golf’s in the last 19 years & have just bought an ID.3 which I pick up next Friday. They are good, reliable cars and, most importantly, you can comfortably fit a golden retriever in the boot!
Helping deliver growth: experienced strategy consultant & NED/Board Advisor.
6 个月I enjoyed this a lot too. Let's be honest, few brands could pull it off. We should also add that unlike most brands they also have the budgets to adopt a multi-track approach... but you have to love the focus on equity, real world evidence of the brand's emotional connection to people and their lives and moments of joy. Car ads are usually so formulaic and dull - shiny but dull. This must drive some differentiation and mental availability. Good stuff.
Marketing, communications and events professional
6 个月I know Luke who is featured in this ad!! That is the proper, real, actual Herbie that he is with! Fab ad all round!! ??
Brand and marketing consultant with a passion for delivering insightful creative
6 个月Love this! Soundtrack is great, love the integration of UGC, a proper brand ad that definitely draws on their brand heritage. ??