Volkswagen has launched a new campaign to kick off the UK launch of the seventh generation Golf GTI under the tagline “Often copied. Never equalled”.
The ad begins with various YouTube-sourced interpretations of Frank Sinatra’s classic ‘My Way’, and the GTI makes its entrance to the sound of the original version, reminding viewers that, like the Golf GTI, the original is still the best.
Eye-catching drifts, an iconic backdrop and innovative camera techniques really illustrate the power and excitement of the new Golf GTI. The spot finishes with the Golf GTI – the original and best hot hatch -
driving through Las Vegas accompanied by the original Sinatra rendition
and the endline, ‘Golf GTI. Often copied. Never equalled’.
Shot on location in Las Vegas by acclaimed Hollywood director Paul W.S Anderson (Resident Evil series), the ad broke on TV and in cinemas on June 1st, and is part of a broader campaign which will include print, online and social media.
Kirsten Stagg, National Communications Manager, Volkswagen UK commented, “It’s a brilliantly simple idea that makes its point in an entertaining way. The Golf GTI has set the benchmark for the hot hatch category for nearly 40 years now.”
Jeremy Craigen, Executive Creative Director at adam&eveDDB, commented, “Regrets, I’ve had a few, but making this ad is not amongst them”.ends
adam&eveDDB is an advertising, strategic planning, communications planning, digital and social agency. Part of DDB Worldwide Communications Group Inc. (www.ddb.com), consistently one of the most awarded networks globally for creative excellence and named network of the year 2012 by Campaign.
Volkswagen UK is one of the country’s largest importers, accounting for almost one in ten of every car sold. The company sells a wide range of vehicles which range from compact city cars through the best-selling and renowned Golf, Polo and Beetle models, to luxury saloons and 4x4s.