Volkswagen Cabriolet Roof

Volkswagen UK and DDB UK have joined forces to mark the return of the Golf Cabriolet after 9 years away from market. The aim of the campaign is to drive awareness of the new Golf Cabriolet, add some fun to the Volkswagen brand and ultimately drive conversion to sales of the VW Golf Cabriolet.

Remember how the cars you had most fun in never had a roof?  From dodgems and pedal cars to go-karts, there’s something special about driving an open-top car. The TV execution taps into the childhood nostalgia around having fun in cars without a roof, relating this to the fun that can be had driving with the roof down in the new Golf Cabriolet. Using filmic techniques and shooting on a variety of formats, DDB UK have created a montage of scenes, representing children of all ages, from a variety of eras, having fun in open-top cars, aiming to bring to life this universal truth. The music track, The Kinks “Days”, adds to the nostalgic feel of the ad.

As Paul Billingsley, Business Director, DDB UK comments: “Like all the best Volkswagen advertising, this is a brilliant insight beautifully executed. Why do we love cabriolets? Because they remind us of the roofless go-karts, dodgems and pedal cars of our happier yesteryears. Simple.”

The original Golf Cabriolet was a soft-top, a ‘proper’ cabriolet. The new car is also a ‘proper’ cabriolet, and as such represents the welcome return of an icon.  The VW Cabriolet also benefits from its Golf parentage – with the high quality engineering and robustness you’d expect from a Volkswagen Golf, this car is real fun to drive.

Josie Taylor, Communications Manager, Volkswagen UK “What we love about the advert is that it should invoke emotions in our core target audience; those who longed for the iconic car in the 80’s and who may now be in a position to make that dream a reality.  That said, the simplicity of the idea will also give it the universal appeal typical of a classic Volkswagen advert – it’s all about the pure pleasure of driving a car with the top down. “

18 August 2011