Volkswagen launched a new variant of its hatchback Polo on 29 April. DDB Mudra has created a campaign for the Polo GT TSI variant built around the 'power' proposition of the car.
The film shows a young boy mesmerised by the activities of a man (depicting his father). He sees his father as a 'Super dad' even while he's performing ordinary activities like repairing a lamp, lighting a fire, opening a bottle or brushing his teeth. The son thinks that he is able to perform these acts only because of the super powers he possesses. This continues when the father-son duo get into their car, the new Polo GT TSI. The father shows the power his car holds as he wheel-spins his car much to the excitement of his son. With the message ‘Beyond the ordinary’, the film ends with a super that introduces the new Polo, which promises to deliver 'Maximum Power. Minimum Consumption.'
On the campaign, Arvind Saxena, managing director, Volkswagen Passenger Cars, said, “The new Polo GT TSI is the perfect answer to a lot of customer demands as it combines maximum power with minimum consumption. The whole campaign works on this idea and translates it in a creative and innovative way.”
Sonal Dabral, chairman and chief creative officer, DDB Mudra Group, added, “It's always rewarding to create work for Volkswagen. An iconic brand with its own distinct voice of telling insightful human stories with wit and intelligence. This latest piece of work for the powerful Polo GT is one such story. We're very proud of this new TVC and I'm sure not just Superdads, but everyone will fall in love with it.’
Louella Rebello, executive creative director, DDB Mudra Group, said, “This one’s been a joy to make. It’s an endearing and fun way to say power and how that is interpreted through the eyes of a child.”
The launch campaign will also straddle print ads and outdoor.
Credits
Client: Volkswagen
Agency: DDB Mudra
Chairman and chief creative officer: Sonal Dabral
President: Rajiv Sabnis
Executive creative director: Louella Rebello
Creative team: Sonal Dabral, Louella Rebello
Senior VP: Anurag Tandon
Group director brand communications: Giridhar Bhat
Account planner: Aditya Kanthy, Sr VP, Planning
Advertiser's supervisor: Nobert Andrup
Production company: Fleet
Director: Daniel Rosenfeld
Cinematographer: Petra Korner
Volkswagen Polo variant promises 'super’ performance
Watch the ad film created by DDB Mudra here
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