Volkswagen NZ shows that some things are just worth it

  • Advertising
  • August 5, 2019
  • StopPress Team
Volkswagen NZ shows that some things are just worth it

In a return to brand advertising after a five-year hiatus, Volkswagen New Zealand’s latest campaign shows that sometimes it’s worth being the younger sibling.

The 60-second spot, by DDB New Zealand, called ‘Youngest Brother’ tells the story of the youngest sibling through the lens of two brothers. Following years of classic second-hand gifts such as a cricket box, second rate Christmas presents and being left behind in bike races, it all pays off when the family Volkswagen is handed from older brother to the younger as he leaves to go to university or travel.

James Blair, lead business partner at DDB New Zealand, says the objective of Youngest Brother was to celebrate the emotional connection so many Kiwis have with the brand, which has seen Volkswagens remain in the family year after year.

“After a five-year break, we are excited to help bring Volkswagen back into the hearts and minds of Kiwis. I think we managed to tap into a great reality of sibling life with the excitement of being given the family car,” says Blair.

Sara Pastor Ruprichova, Volkswagen New Zealand marketing manager, says the campaign perfectly reflects the role Volkswagens often play in Kiwi families.

“This campaign is based on the insight that unlike a lot of brands, our customers are often families not individuals. Owning a Volkswagen is more than just owning a car. It’s at the heart of so many shared family moments and stories. This is a heart-warming, playful story to mark the start of Volkswagen New Zealand’s next chapter.”

Liz Murphy, director at Sweetshop, says the “always-gets-the-leftovers guy, the second-hand-is-still-good guy, the you’ll-grow-into-it-guy.”

“You’ve either been one, or provided for one with your own leftovers. It’s a story that will resonate with anyone that once was a kid.”

Murphy says ultimately this is a charming ‘hero’s journey’.

“One Boy vs The World, taking his lot in life with humility and grace – and for this he is rewarded. We are delighted for him. It’s a heart-warming, playful story for the next chapter for Volkswagen New Zealand, and nestles perfectly in the iconic VW tone that is so warm and familiar around the world."

The TVC will roll out in 30”, 45” and 60” spots, supported by out of home, radio and digital/social.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

I'm still standing after BOTAB

  • Opinion
  • October 18, 2019
  • Courtney Devereux
I'm still standing after BOTAB

Last night our nations finest agencies gathered together at Galatos for the Battle of the Ad Bands (BOTAB) held by Flying Fish productions. There was singing, there was dancing, there was no lack of feathers and glitter, and most important there were some very deserving winners.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit