Wolfsburg, 03 May 2013 - In its marketing campaign for the new Golf GTI, Volkswagen is positioning the compact sports car as the founder of its segment under the motto “Often copied. Never equalled.” The TV ad with its powerful visuals and acoustics debuts on German TV at 8.13 p.m. next Sunday at the same time as the new campaign kicks off in print and digital.
Volkswagen has been lucky enough to retain the acclaimed Hollywood director Paul W.S. Anderson for another TV ad. British-born Anderson, who made an international name for himself with films such as “Resident Evil” and “Mortal Kombat”, already directed the last GTI ad. “Paul Anderson is a master of his genre and he has succeeded in transposing the GTI’s core values – power, innovation and excitement – to the ad”, Giovanni Perosino, Head of Volkswagen Marketing Communications, said. “The first Golf GTI founded the compact sports car segment in 1976 and will always be one of a kind. This car deserves a special setting and we have created that with this campaign.”
The musical backdrop to the TV ad epitomizes the unique character of the Golf GTI. The ad begins with various interpretations of the Sinatra classic “My Way”, and the GTI makes its first appearance to the sound of the original version. Spectacular drifts, an exceptional backdrop and innovative camera techniques underscore the vehicle’s powerful character. The TV ad was filmed in Las Vegas.
Users can create their own advertising clips about the car via an interactive video stream on golf-gti.tv (starting from Sunday), the digital platform for the new GTI. The combination of various music styles plus different driving scenes and vehicle shots creates individual clips that can be posted and shared on the website or on social media networks. Moreover, the website offers powerful images and important information about the car which allow users to explore the GTI.
The agencies adam&eve DDB London and DDB Tribal Germany are responsible for creation and realization of the campaign.
The GTI campaign – The facts
Name of TV ad: “Often copied. Never equalled.”
Agency: adam&eve DDB London, DDB Tribal Germany
Director: Paul W. S. Anderson
Production company: Markenfilm Berlin, The Mob Film Co. (North) Ltd.
Stunt driver: Samuel Hübinette
Shooting time: 10.02.2013 – 12.02.2013
Location: Las Vegas, USA
Screenshots available from: www.volkswagen-media-services.de
Agency: DDB Tribal Germany
Music cooperation: “The Hives” and “Boys Noize”
Print / Out-of-home:Agency: DDB Tribal Germany
Available from: www.volkswagen-media-services.de
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.