Volkswagen's posters turn your worst driving fears into horror movies

Campaign by DDB Sydney promotes the Tiguan

Published On
Jun 29, 2021

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Volkswagen commissioned a horror movie poster artist to turn drivers' worst fears into the stuff of scary cinema in a new campaign from Australia for its Tiguan SUV.

Agency DDB Sydney created the ads to highlight common anxieties such as parallel parking, giant roundabouts and merging onto a four lane highway. The agency collaborated with Canadian movie poster designer Matt Ryan Tobin, who has worked with Disney, Marvel, 20th Television and Warner Brothers, to create the work. There's also a TV ad along a similar theme, directed by Revolver's Bruce Hunt.

The campaign, promoting the Tiguan's intelligent driving features was based on research revealing 79% of Australians have some kind of driving anxiety. For example, 59% of drivers fearing parallel parking because they are embarrassed about holding up traffic or worried they’ll hit another car while trying to park.

 “The research highlighted what we knew to be true, albeit anecdotally, which is that these little road stresses can quickly creep up to become genuine anxieties and fears,” said Volkswagen Australia Marketing Communications Manager Rowena Kanna in a statement. “The new Volkswagen Tiguan helps conquer these fears thanks to I.Q. DRIVE, an intelligent driver assistance system with features such as Front Assist, Pedestrian Monitoring, and Lane Assist. We’re confident this exciting and unique campaign will cut through in a cluttered SUV market.”

Volkswagen horror poster

Volkswagen horror poster

Volkswagen horror poster



Jun 29, 2021
Client :
Volkswagen Tiguan
Agency :
Marketing Communications Manager :
Rowena Kanna
Brand Communications Specialist :
Julie Scarff
Chief Creative Officer :
Ben Welsh
Executive Creative Director :
Matt Chandler
Creative Director :
Tommy Cehak
Creative Director :
Tim Woolford
Copywriter :
Tom Lawrence
Art Director :
Sam Raftl
Chief Strategy Officer :
Fran Clayton
Planning Director :
James Davis
Managing Partner :
Mandy Whatson
Senior Business Director :
Nicole Drabsch
Business Manager :
Izzy Crohan
Head of Integrated Content :
Renata Barbosa
Senior TV Producer :
Natalie Greaves
Senior Print Producer :
John Wood
Senior Designer :
Paul Jansen
Senior Finished Artist :
Jose Rodrigues
Production Company :
Director :
Bruce Hunt
Executive Producer :
Michael Ritchie
Executive Producer :
Pip Smart
Producer :
Nicole Crozier
Danny Ruhlmann
Post Production :
Post Production :
Editor :
Philip Horn
Colorist :
Fergus Rotherham
Composer :
Elliot Wheeler
Composer :
Turning Studios
Sound Engineer :
Tone Aston
Sound Engineer :
Illustrator :
Matt Ryan Tobin
Senior Print Producer :
John Wood
Senior Designer :
Paul Jansen
Senior Finished Artist :
Jose Rodrigues

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