VW and DDB brave the elements with new weather-related quintuplets

In April last year, VW released a series of ‘the same, but different’ ads to run before the main One News weather bulletin. And it’s back for more in 2013, with five more weather sponsorship idents that are imbued with VW’s now well-renowned sense of humour and show how the various features make life more enjoyable for people. And dogs. 

When we spoke with DDB’s group business director Scott Wallace last year, he said the primetime weather spot is a “valuable property and it had lifted the brand’s profile to another level”. But coming up with material to run every day of the year was a massive challenge.

“You can’t run one ad 365 days of the year because people will tire of that so quickly. So we came up with a series of five 15 second commercials which are from the same mould as ‘Milk Run’,” he said.

And while the same but different tagline has gone this time, these new ‘Enjoy the Weather’ spots by Exit Films’ Greg Wood have a similar everyday VW vibe and also aim to further localise and humanise the brand, something that has helped shift the perception of the European carmaker from being too Germanic, too expensive and too stand-offish to a brand that gets New Zealand. Along with some fairly serious price ‘realignment’ and a series of sponsorships including New Zealand Football and the New Zealand Olympic Committee, that shift has resulted in some impressive sales figures—and the supreme TVNZ-NZ Marketing Award in 2012







Agency:  DDB Group New Zealand

Executive Creative Director – Andy Fackrell

Creative Directors – Natalie Knight & Gavin Siakimotu

Creatives – Toby Morris, Simone Louis, Kevin Bachtiar, Sasha Arandelovic

Executive TV Producer – Judy Thompson

Agency Producer – Samantha Meehan & Rosie Grayson

Group Account Director – Scott Wallace

Account Director – Susie Darling

Production Company: Exit Films

Director – Greg Wood

Producer – Declan Cahill

DOP – Ian McCarroll

Art Director – Brant Fraser

Editor – Nathan Pickles

Client: Volkswagen New Zealand

National Marketing Manager – Denise Goodwin

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