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.